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研究生： 林惠珠
Gunawan, Viofelita
論文名稱： 以方法-目的鏈探討可實現永續時尚發展之零浪費設計的使用者認知
Exploring the User Perception of Zero Waste Pattern for Sustainable Fashion Development Using Means-End Chain Approach
指導教授： 楊佳翰
Yang, Chia-Han
學位類別： 碩士
Master
系所名稱： 規劃與設計學院 - 創意產業設計研究所
Institute of Creative Industries Design
論文出版年： 2020
畢業學年度： 108
語文別： 英文
論文頁數： 115
中文關鍵詞： 時尚產業 、永續時尚 、零廢棄製作 、態度 行為差異
外文關鍵詞： Fashion industry, Sustainable fashion, Zero waste pattern, Attitude-behaviour gap
相關次數： 點閱：235  下載：42 
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    • 時尚產業，特別是快速時尚產業，被視為僅次於石油業的第二大污染產業已成為環保的主流議題，最新的永續性技術研究使時尚業能夠將服裝材料回收為新的紗線和纖維，但在將這些技術充分開發並進入主流市場之前，我們仍然還有很長的路要走，從消費者角度來說，實際上消費者已經具有很高的意識水平，但是這些意識並沒有轉化為對環境負責的時尚消費，這種想法與行為不一致的狀態稱為“態度–行為差距”，此研究將採取階梯法來減少這種態度–行為差距。使用階梯法的目的是希望透過這個研究方法中的產品知覺圖（HVM）來解釋人們如何評價零廢棄設計製作（ZWP），零廢棄設計製作是永續性時尚的作法之一，可以在設計階段減少布料的浪費，這種質性研究方法是先從文獻中探索參與者對於永續性時尚中道德消費和態度-行為差距的理解，然後再由採訪收集得來的資料製作HVM，本研究的最後的步驟是對消費者行為進行評估，是藉由輸出階梯法及階梯法與態度–行為差距解決方案之間的關係來進行評估。

    It is been a mainstream issue that fashion industry, specifically fast fashion industry, has been nominated as the 2nd bigger polluting agent after oil industry.The newest sustainable technology study enable fashion industry to recycle the clothing material into the new yarns and fibers but still need a long way to go until they are fully developed and put into mainstream practice. On the consumer side, actually consumer already has a good level of awareness but it is not translated into environmental responsible fashion product consumption. This inconsistent behavior called "attitude-behavior gap". To close this attitude-behavior gap, a laddering method will be conducted. The aim is to see how Hierarchical Value Map (HVM) from laddering method interprets the way people value Zero Waste Pattern-making (ZWP) as one of sustainable fashion effort which eliminates textile waste at the design phase. This qualitative research method starts by exploring participant understanding about sustainable fashion understanding ethical consumption and attitude behavior gap from literature review. Then, collecting the interview data to make HVM. The end process of this research will be an evaluation of consumer behavior based on the laddering method output and its relation with the factors of attitude-behavior gap solutions.

    Chapter 1 Introduction 1 1.1 Research Background 1 1.2 Research Motivation 3 1.3 Research Objectives 4 1.4 Research Questions 5 Chapter 2 Literature Review 6 2.1 Sustainability 6 2.1.1 Concept of Sustainable Consumption 6 2.1.2 Sustainable Design Technique 8 2.1.3 Terminology in Sustainable Fashion 10 2.2 Ethical Consumption 12 2.2.1 Consumer Behavior 12 2.2.2 Development of Ethical Consumption 15 2.2.3 Purchasing Decision Factors 15 2.3 Attitude-behavior Gap 16 2.3.1 Definition of Attitude-behavior Gap 16 2.3.2 Factors for Affecting Attitude-behavior Gap 17 2.4 Zero waste Pattern Making 18 2.4.1 Trend of Zero Waste Design 18 2.4.2 Cases of Zero Waste Design 21 2.5 Literature Thinking 22 Chapter 3 Research Design 24 3.1 Research Framework 24 3.2 Research Methods 25 3.2.1 Means-end Approach 26 3.2.2 Laddering 27 3.3 Data Collection Method 28 3.4 Research Target 30 Chapter 4 Research Result 32 4.1 Sampling 32 4.2 Laddering 36 4.2.1 Coding the A-C-V 36 4.2.2 Implication Matrix 38 4.2.3 Hierarchical Value Map 39 4.3 HVM Patterns 41 Chapter 5 Discussion 47 5.1 Findings 47 5.1.1 The Determinants affecting Consumers’ Decision Making of using Zero Waste Pattern 47 5.1.2 The Pattern of Consumer Behavior for using Zero Waste Pattern from the perspective of Laddering Theory 49 5.1.3 The Hierarchical Value Map (HVM) applied to identify the Pattern of using Zero Waste Pattern 49 5.2 Discussion on the Relation between User Group and Value Proposition 50 5.3 Discussion on the Relation between Value Proposition and Attitude-Behaviour Gap .51 5.4 Implications for Theory 56 5.5 Implication for Practice 58 5.6 Research Limitations 59 5.7 Recommendation for Future Study 59 Chapter 6 Conclusion 61 REFERENCES 63 APPENDICES 67

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