The Factor of Environmental Protection Influencing the Impulsive Consumers’ Intension on Fast Fashion Products

Abstract

This research concentrates on the impulsive consumers, who purchase” fast fashion” products but also notice about the issue of environmental protection. In order to identify the fact or so-called “green consumption” affects consumers purchase intension or not. We surveyed to the general public and collected all the replied data. A total of 544 questionnaires were collected. The result is showed as below: The price is the main factor which influences the most customers’ decision, but the customers who agree with the importance of environmental protection, have higher willing to buy environmentally friendly products.

• Fast Fashion
• Impulsive Shopping
• Green Consumer Behavior
• Environmental Protection

摘要

本研究針對衝動性購買的消費者與具環保訴求的消費者對於快速時尚服飾的購買意願；本研究的目的在於探討當消費者具有衝動性購買的特徵，是否會因為他具有環保的概念或是擁有綠色消費者行為而影響對於快速時尚服飾的購買意願；本研究以一般民眾為對象，採用網路問卷調查法以及問卷發放進行資料蒐集，共回收632份問卷，研究分析結果發現，快速時尚之流行與品牌知名度是購買快速時尚服飾最大的主因，但對於認同商品環保之重要性的消費者，購買環境友善商品的意願程度較快速時尚服飾高。

• 快速時尚
• 衝動性購物
• 綠色消費行為
• 環保

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