本研究目的為探討消費者購買服裝時是否會受到自身流行意識的影響，或是受到企業之品牌形象而影響最終購買結果，並帶入困擾服裝產業許久的環境汙染問題，以消費者之環保意識作為干擾變數，檢視流行意識、品牌形象、環保意識、購買意願之間的關係。
本研究根據著名企業評比機構 Brand Finance 於 2021 年公布的一份品牌市值排行榜內的十個品牌之消費者作為調查對象，以實體店面周遭以及網路發放問卷。總共發出 364 份，回收 360 份，刪除無效問卷 8 份，總共有效問卷為 352 份，有效樣本回收率為96.7%。
本研究結果發現，流行意識對於消費者購買服裝意願具有正向影響，並會受到環保意識的干擾；而企業之品牌形象對於消費者購買服裝意願同樣具有正向影響，且會受到環保意識的干擾。
The purpose of this study is to explore the influence of consumers' fashion consciousness and the brand image of companies on their clothing purchases, as well as
the longstanding issue of environmental pollution in the fashion industry. The environmental consciousness of consumers will be considered as a moderating variable to examine the relationship between fashion consciousness, brand image, environmental consciousness, and purchase intention.
This study surveyed consumers based on a list of the top ten brands published in
2021 by Brand Finance, a well-known clothing brand valuation agency in Europe. The
questionnaires were distributed both in physical store locations and through Google
Forms. A total of 364 questionnaires were distributed, out of which 360 were returned.
After excluding 8 invalid questionnaires, a total of 352 valid questionnaires were obtained, The effective sample recovery rate is 96.7%.
The findings of this study indicate that fashion consciousness positively influences
consumers' intention to purchase clothing, and this relationship is moderated by environmental consciousness. Additionally, the brand image of companies positively impacts consumers' intention to purchase clothing and is also moderated by environmental consciousness.
