| Summary: | 碩士 === 輔仁大學 === 織品服裝學系碩士班 === 104 === The impact from fashion industry to environment and society has come to light, many of those fashion brand have noticed the importance of this situation and developed “sustainable fashion”. Fast fashion brand like H&M has also launched the yearly environmental series of fashion garments. Looking into the global trend, the concept of “sustainable development” should not be overlooked. According to the recent research, the population of Y generation in U.S.A is now about 92 million, and the consumptive power is estimated to the growth of 15% during 2016 to 2020(吳苔綺, 2015), and the generation expect the brands they recognized can contribute to the community(Peggy, 2015). How do the enterprises match the values of the upcoming consumers, how can they transfer the idea of caring about the environment to the consumers is an important issue. The most direct way may be to put the sign of the certifications which the enterprises have passed on the products, but also, to apply the certifications will increases the cost, and may causes the result of higher selling price. This research is about the correlates between consumers’ environmental attitude, environmental protection certifications sign, perceived value, and purchase intention, and see if price sensitivity will do moderation effect on the correlates between perceived value and purchase intention. This research used quantitative analysis through collecting question survey, Number of samples is 452. After the collecting of question survey, I used SmartPLS to analysis the data. The research results shows that environmental attitude and environmental protection certifications sign will do positive effect on perceived value, and perceived value will do positive effect on purchase intention, however, the moderation effect of price sensitivity between perceived value and purchase intention is not significant.
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