時尚服飾深受消費者喜愛。因時尚服飾不僅能提供消費者符合流行趨勢的商品，價錢方面也較便宜。但關於服飾的製程，卻引起些許爭議，不但會造成環境的汙染，甚至服飾材質有可能危害人體的健康。以致近年來衍生出更符合永續環境的「道德時尚」。此外，道德時尚也包含公平貿易的部分，防止勞工遭受非人道待遇或壓榨權益，以杜絕血汗工廠的事件產生。本研究利用計畫行為理論了解台灣消費者對於符合道德之時尚服飾的態度、主觀規範、知覺行為控制、購買意圖與實際行為。

本研究以網路問卷進行調查，有效問卷為634份，並使用SPSS統計軟體，以及信效度與SEM模型對各構面進行分析。本研究經資料統計分析出以下研究結論：消費者在購買道德時尚情境下，消費者之態度，以及主觀規範與知覺控制行為皆對購買意圖產生正面影響。購買意圖也正向影響實際行為。

Fashion clothing collections are popular among consumers for providing current fashion trends at an inexpensive price. However, fashion clothing raises some issues concerning the process of clothing manufacture where it not only pollutes the environment but the clothing materials are potentially harmful to human health. Therefore in recent years, “ethical fashion” arises as an initiative for a more sustainable environment. Moreover, ethical fashion includes fair trade, to prevent inhumane labor conditions and sweatshops from happening again. This study applies the theory of planned behavior to examine when in the purchasing of fashion clothing situation,consumer’s attitude, subjective norms, and perceived behavioral control and consumer’s purchase behavior. 
This study was conducted online and 634 valid responses were collected. The data were analyzed for reliability, validity by SPSS statistics and SEM model. The research results suggest the following：in the situation of fashion clothing consumption, consumer’s attitude, subjective norms, and perceived behavioral control all positively influence consumer’s purchase behavior.

目錄


目錄	I
表目錄	IV
圖目錄	V
第一章緒論	1
第一節研究背景	1
第二節研究目的與動機	3
第三節研究流程	4
第四節研究範圍	5
第二章文獻探討	6
第一節計畫行為理論 (Theory of Planned Behavior)	6
第二節道德時尚 (Ethical Fashion)	8
第三節綠色消費(Green Consumption)	10
第四節企業社會責任（Corporate Social Responsibility）	16
第五節綠色購買意願（Green purchase intention）	18
第三章研究方法	20
第一節研究架構	20
第二節研究假說	21
一、態度、主觀規範、知覺行為控制與意圖到實際行為	21
第三節研究變數之操作性定義與衡量問項	24
一、態度之操作性定義與衡量問項	24
二、主觀規範之操作性定義與衡量問項	24
三、知覺控制行為之操作性定義與衡量問項	25
四、購買意願之操作性定義與衡量問項	26
五、實際行為之操作性定義與衡量問項	27
第四節問卷設計	29
一、抽樣方式	29
二、資料分析方式	30
第四章實證研究結果	31
第一節敘述統計分析	31
一、受測者之性別	31
二、受測者之年齡	31
三、受測者之教育程度	32
四、受測者之職業類別	33
五、受測者之婚姻狀態	34
六、受測者之平均每月收入	35
第二節研究變數之信度與效度檢定	37
一、因素分析	37
二、信度分析	40
三、效度分析	41
第三節線性結構方程式	44
一、線性結構方程式模型	44
第五章　結論與建議	48
第一節研究結論	48
一、態度對意圖之影響分析	48
二、主觀規範對意圖之影響分析	48
三、知覺行為控制對意圖之影響分析	49
四、意圖對行為之影響分析	50
第二節管理意涵	50
一、理論意涵	50
二、實務意涵	50
第三節研究建議與限制	52
參考文獻	54
中文部分	54
英文部分	55
網路資料	72
附錄本研究問卷	73



 
表目錄
表2-1　綠色消費相關研究總彙	13
表3-1態度之操作性定義與衡量問項	24
表3-2主觀規範之操作性定義與衡量問項	25
表3-3知覺行為控制之操作性定義與衡量問項	26
表3-4購買意願之操作性定義與衡量問項	27
表3-5 實際行為之操作性定義與衡量問項	28
表4-1 受測者之性別分布	31
表 4-2 受測者之年齡分布	32
表 4-3 受測者之教育程度分布	33
表 4-4 受測者之職業類別分布	34
表4-5 受測者之婚姻狀態資料	35
表4-6 受測者之每月平均收入分布	36
表4-7  KMO係數衡量標準	37
表4-8  本研究KMO 與 Bartlett 檢定a	38
表4-9  旋轉因素矩陣	39
表4-10  本研究因素分析	40
表4-11 研究變項之Cronbach' α信度分析表	40
表4-12  本研究整體衡量模式之評估	41
表4-13 本研究變項之收斂效度分析	42
表4-14  本研究相關分析	43
表4-15  修正後各構面之題項	44
表4-16  本研究整體模型之配適度衡量結果	46
表4-17  本研究假說驗證結果	47

圖目錄
圖2-1　計畫行為理論架構圖	7
圖3-1 本研究架構圖	20
圖4-1本研究之線性結構圖	45

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網路資料
彭惠筠(2016)，衣服不穿就丟　「快時尚」失控釀環境浩劫，http：//news.tvbs.com.tw/world/news-637497/

黃宇潔(2013)，棉花=最毒作物？　農藥噴灑壞名聲，TVBS新聞，http：//news.tvbs.com.tw/old-news.html?nid=505150