隨著消費者對時尚選擇的日益講究和社會意識的增強，台灣消費者仍然因其價格合理
和緊跟潮流的特點而傾向於快速時尚。本論文旨在探討提高可持續發展意識如何影響
消費者在時尚產業中的行為和偏好，特別是針對快速時尚與可持續時尚的反應進行比
較。通過應用「計劃行為理論」，本研究試圖彌合消費者預期購買行為與實際購買行為
之間的差距，以幫助可持續時尚產業使消費者的意圖與其實際行動保持一致。
本研究採用問卷調查法，深入探討影響消費者決策的因素，並收集 263 名受訪者的行
為和意圖數據。描述性統計結果顯示，有三個關鍵因素可以增加消費者購買可持續時
尚的意願：多樣化的款式設計、環保意識的提升和產品質量的保障。本研究建議永續
時尚品牌可以擴大產品範圍、增強產品信息的透明度、提高可負擔性和可及性，以及
投資於可持續材料和生產技術的創新。
本論文建議通過加強對可持續時尚概念的教育和提高信息透明度來提升消費者的購買
意圖，縮小消費者態度與實際行為之間的差距。此外，本文強調了政府支持、明確政
策倡導和監管框架在推動時尚產業向可持續發展轉變中的關鍵作用。

As fashion choices become increasingly selective and social consciousness grows, consumers in Taiwan still often prefer fast fashion due to its affordability and trendiness. This thesis investigates how heightened awareness of sustainability affects consumer behaviors and preferences within the fashion industry, specifically comparing reactions to fast fashion versus sustainable fashion. By applying the Theory of Planned Behavior, this research seeks to bridge the gap between consumers' intended and actual purchasing behaviors, assisting the sustainable fashion industry in aligning consumer intentions with their real actions.

The study employs a questionnaire to explore the factors that influence consumer decisions, gathering data on behavior and intentions from 263 participants. Descriptive statistics highlight three key factors that could increase consumer willingness to buy sustainable fashion: a variety of styles, environmental awareness, and product quality. The recommendations suggest expanding product ranges, enhancing transparency about product information, making items more affordable and accessible, and investing in sustainable materials and production technologies.

The thesis recommends enhancing education on sustainable fashion concepts and improving information transparency to increase purchasing intentions and narrow the gap between consumer attitudes and actual behaviors. It also emphasizes the crucial role of government support, clear policy advocacy, and regulatory frameworks in fostering substantial shifts towards sustainability in the fashion industry.

Table of Contents
Abstract ...... 2
Acknowledgment ....... 4
List of Figure ....... 8
List of Table ...... 9
Chapter 1 Introduction ...... 10
Chapter 2 Literature Review ......13
2.1 Fast Fashion: Development and Impact ....... 13
2.2 Sustainable Fashion: Concepts and Practices ......14
2.3 Consumer Behavior in Fashion ...... 15
2.4 Influence of Sustainability on Fashion Choices ...... 17
Chapter 3 Research Methodology ...... 18
3.1 Research Design ...... 18
3.2 Data Collection Methods: Survey Design ...... 19
Chapter 4 Finding and Analysis ...... 22
4.1. Consumer behavior towards fast fashion ...... 23
4.2 Consumer behavior towards sustainable fashion....... 24
4.3 Comparative Analysis of Consumer Preferences and Habits ......26
4.4 Impact of Sustainability Awareness on Consumer Choices ....... 27
4.5 Examination of Current Trends in Taiwan Compared to International Contexts...... 28
Chapter 5 Discussion ...... 30
5.1 Interpretation of Findings ...... 30
5.2 External Cost Internalization in Fast Fashion ......31
5.3 Sustainable Fashion vs. Fast Fashion: Consumer Perceptions ...... 32
5.4 Implications for Fashion Industry Stakeholders ...... 34
5.5 The Role of Marketing and Branding in Sustainable and Fast Fashion ....... 36
Chapter 6 Toward a Sustainable Fashion Future: Insights, Challenges and Directions.....38
6.1 Summary of key finding ...... 38
6.2 Recommendations for Fashion Industry Practices ......39
6.3 Final Thoughts and Future Directions ....... 40
6.4 The Trajectory of Sustainable Fashion in Taiwan: Prospects and Developments ...... 42
References ...... 44
Appendix 1: Questionnaire ....... 48

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