企業環保努力對消費者購買意圖之影響：關係行銷觀點

Abstract

本研究以關係行銷的觀點，探討快時尚零售品牌不同種類的舊衣回收計畫，如何影響消費者購買意圖。環境永續意識抬頭，與日常生活息息相關，且就大眾的認知，會對環境造成一定影響和傷害的快時尚產業，也跟著走向永續。其中舊衣回收項目便是快時尚產業邁向永續的第一步，在台灣的快時尚零售巨頭在舊衣回收方面有不同類型的策略：H&M採取提供不限品牌皆可回收的舊衣回收服務，並且會贈予H&M的商品折價券；而Uniqlo則推出該品牌舊衣的回收服務，非Uniqlo之衣料品不可回收，並且將回收之衣物捐贈與台灣各地公益團體；而Zara在台灣則無提供舊回收服務。而對於快時尚零售品牌的舊衣回收計畫，出現各種不同的迴響，有支持者也有質疑者，因此本研究將探討大眾認知快時尚零售舊衣回收計畫的企業環保努力，會如何影響消費者購買意圖，希望透過本研究的結果，可以更加瞭解大眾對於快時尚與環保永續結合的看法，為環境永續盡一份心力。 本研究將以線上問卷進行實證研究，欲瞭解消費者認知快時尚零售舊衣回收計畫的企業環保努力會如何影響消費者的信任和承諾，進而影響消費者購買意圖。 研究結果顯示，企業環保努力會正向影響消費者信任和承諾，進而正向影響消費者購買意願，並且在H&M和UNIQLO的舊衣回收情境中，企業環保努力主要透過信任影響購買意圖，而在ZARA情境中，則是主要透過承諾影響購買意圖。

From the perspective of relationship marketing, this research explores how different types of used clothing recycling programs of fast fashion retail brands affect consumers' purchase intentions. The increasing awareness of environmental sustainability is closely related to daily life. For the general public, the fast fashion industry, which will affect and harm the environment to a certain extent, is also developing in a sustainable direction. Among them, the Used Clothes Recycling Program is the first step towards sustainability for the fast fashion industry in Taiwan. The fast fashion retail giants here have different types of strategies for used clothes recycling: H&M adopts to provide used clothes recycling that can be recycled regardless of brand and will give H&M product discount coupons; Uniqlo launches the recycling service of the brand's used clothes, which means non-Uniqlo clothing materials cannot be recycled, and the recycled clothing will be donated to public welfare organizations in Taiwan; Zara in Taiwan does not provide recycling service. For Used Clothes Recycling Program of fast fashion retailer, there have been various responses, withsupporters and doubters. Therefore, this study wants to explore how the corporate environmental protection efforts will affect consumers’ purchase intentions. Hope that through the results of this research, we can better understand the public’s views on the sustainable combination of fast fashion and environmental protection, and contribute to environmental sustainability.This research will use online questionnaires to understand how consumers’ perceptions of the fast fashion retail used clothes recycling program’s corporate environmental protection efforts will affect consumers’ trust and commitment, and in turn affect consumers’ purchase intentions.The research results show that corporate environmental protection efforts will positively affect consumers’ trust and commitment, which in turn positively affect consumers’ purchase intentions. In the context of H&M and UNIQLO’s used clothes recycling, corporate environmental protection efforts mainly affect purchase intentions through trust. In the ZARA scenario, it is mainly through promises to influence purchase intentions.