探討消費者選擇ESG新創服飾品牌關鍵因素之研究

Abstract

在全球市場中，企業面臨日益增加的環境和社會責任壓力，特別是服裝和紡織產業。環境、社會及公司治理（Environmental, Social, Governance, ESG）已成為衡量企業表現的重要標準。本研究探討消費者選擇ESG新創服飾品牌的關鍵因素，通過深度訪談了解消費者的觀點和行為模式。研究發現，消費者對ESG新創品牌持積極態度，尤其是品牌真實履行ESG承諾時。關鍵驅動因素包括環保意識、社會責任和良好治理期望。消費者認為，ESG品牌應使用環保材料，如有機棉和再生纖維，並保持創新。他們期望品牌積極參與社會公益，展示透明供應鏈和公平勞工待遇。動機理論在本研究中發揮重要作用。根據自我決定理論（SDT），消費者動機分為內在和外在動機。內在動機包括環保意識和社會責任感；外在動機則涉及社會壓力和經濟獎勵。研究結果顯示，消費者選擇ESG新創品牌的內在動機主要是環保意識、社會責任和自我表達，外在動機則包括社會認同和經濟獎勵。研究結論強調了品牌的環保行動、社會責任實踐和治理透明度。消費者期望品牌在使用環保材料、碳足跡管理和循環經濟實踐方面有具體行動，並確保勞工權益和社區回饋。透明的價格溝通和合理定價是提升品牌信任度和消費者支持的重要因素。本研究提供了對消費者選擇ESG新創服飾品牌的深入洞察，並提出了產品品質保障、創新設計、合理定價和有效溝通的實用建議，有助於品牌在競爭激烈的市場中占據有利位置。

In the global market, companies face increasing environmental and social responsibility pressures, particularly in the apparel and textile industries. Environmental, Social, and Governance (ESG) has become a critical standard for measuring corporate performance. This study explores the key factors influencing consumer choices of ESG startup fashion brands through in-depth interviews.The research found that consumers have a positive attitude towards ESG startup brands, especially when the brands genuinely fulfill their ESG commitments. Key drivers include environmental awareness, social responsibility, and expectations of good governance. Consumers believe ESG brands should use eco-friendly materials, such as organic cotton and recycled fibers, and maintain innovation. They expect brands to actively participate in social welfare, demonstrate a transparent supply chain, andensure fair labor practices.Motivation theory plays an important role in this study. According to Self-Determination Theory (SDT), consumer motivations are divided into intrinsic and extrinsic. Intrinsic motivations include environmental awareness and social responsibility; extrinsic motivations involve social pressure and economic rewards. The results show that consumers' intrinsic motivations for choosing ESG startups are mainly environmental awareness, social responsibility, and self-expression, while extrinsic motivations include social recognition and economic rewards. The study concludes that key factors influencing consumer choices include brands' environmental actions, social responsibility practices, and governance transparency. Consumers expect specific actions on eco-friendly materials, carbon footprint management, and circular economy practices, as well as ensuring labor rights and community engagement. Transparent pricing and communication are vital for building brand trust and consumer support.This study provides insights into consumer preferences for ESG startup fashion brands and offers practical recommendations for product quality assurance, innovative design, reasonable pricing, and effective communication to help brands succeed in a competitive market.