快時尚商業模式已導致數千萬噸的廢棄物和大量資源的消耗。隨著環境保護和社會責任意識的提高，企業開始推出綠色環保服裝，即由回收廢料再製而成的服裝，以此建立封閉式的消費循環。然而，消費者可能因面對陌生或未知的產品而猶豫是否購買。因此，本研究以計畫行為理論（Theory of Planned Behavior, TPB）為基礎，同時，本研究將消費者購買綠色環保服裝時可能面臨的主要購買障礙歸納為前置因子，包括缺乏環保標籤意識、價格敏感度、綠色懷疑和漂綠擔憂。通過分析這些因子如何影響消費者的行為，探討其對主觀規範、態度和知覺行為控制的影響。此外，研究也將環保知識納入討論，並通過多群組分析探討高知識群體和低知識群體之間是否存在行為差異。本研究採用網路問卷調查收集數據，共回收736份有效問卷。使用偏最小平方法的結構方程模型（partial least squares structural equation modeling, PLS-SEM）進行統計分析。研究結果顯示，缺乏環保標籤意識、價格敏感度和綠色懷疑對知覺行為控制產生負面影響，而價格敏感度、綠色懷疑和漂綠擔憂則對綠色態度產生負面影響。然而，缺乏環保標籤意識卻會增加綠色態度的正向效果，漂綠擔憂與知覺行為控制之間並沒有直接的負面關係。此外，主觀規範和知覺行為控制越高，消費者的綠色態度就越強，進而增強購買綠色環保服裝的意圖。針對環保知識的高低程度，消費者表現出行為上的差異。高環保知識群體能夠更好地判斷綠色環保服裝，而低環保知識群體則可能因能力不足而無法辨識或理解產品。因此，本研究建議企業可以通過了解消費者心中的障礙來制定相應策略，並以客製化方式將綠色環保服裝深入推廣至不同的消費者群體，以擴展對綠色環保服裝的認識和支持。

The fast-fashion business model has led to millions of tons of waste and significant resource depletion. With increasing awareness of environmental protection and social responsibility, companies are introducing eco-friendly clothing (green apparel) made from recycled materials to establish a closed-loop consumption cycle. However, consumers may hesitate to purchase due to unfamiliarity or uncertainty about the products. Therefore, this study is based on the Theory of Planned Behavior (TPB) to explore how consumers’ purchasing behavior is influenced by various factors, including lack of awareness of eco-labels, price sensitivity, green skepticism, and greenwashing concern, which are identified as primary barriers. Additionally, the study incorporates environmental knowledge and examines potential behavioral differences between high- and low-knowledge groups through multi-group analysis. Data was collected through an online questionnaire, with 736 valid responses obtained. Partial least squares structural equation modeling (PLS-SEM) was employed for statistical analysis. The results indicate that lack of awareness of eco-labels, price sensitivity, and green skepticism negatively affect perceived behavioral control, while price sensitivity, green skepticism, and greenwashing concern negatively impact green attitudes. Surprisingly, lack of eco-label awareness increases green attitudes positively, and there is no direct negative relationship between greenwashing concern and perceived behavioral control. Moreover, higher subjective norms and perceived behavioral control lead to stronger green attitudes and intentions to purchase green apparel. Consumer behavior varies based on environmental knowledge levels, with high-knowledge groups better able to judge green apparel, while low-knowledge groups may struggle due to inadequate understanding. Therefore, the study suggests that businesses should develop tailored strategies based on an understanding of consumer barriers and promote green apparel to different consumer groups to expand awareness and support for such products.

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