服裝產業每年生產超過1,500億件衣服，佔全球碳排放量的10%，是世界上第二大汙染產業。且紡織業是造成水汙染排名第二的產業，紡織品加工的過程使用了8,000多種化學物質，所產生的廢水許多不僅會造成環境汙染還會危害人們的健康。雖然衣服消費隱藏著這些環境問題，但過去卻少有關於減少衣服汙染的行為研究。本研究以計畫行為理論 (theory of planned behavior, TPB) 與價值信念規範理論 (theory of value-belief, VBN) 探討影響消費者減少購買衣服的心理因素。研究調查了429位消費者的衣服消費習慣、衣服使用率、不穿後衣服的處理方式，以及可能與減少個人衣服消費有關的心理變項。結果發現，受測者平均大約4至6個月內會買一次衣服；平均一個人一年大約會買13件衣服；衣服大約穿2年至3年以下即會丟棄。另一方面，雖然大多數受測者表示不穿的衣服會丟舊衣回收，但卻有許多受測者不知道這些舊衣許多都不能回收，最終只能焚化。另透過結構方程模型分析發現，態度、知覺行為控制、個人規範和行為意向有直接顯著關係，態度、知覺行為控制、個人規範愈高，消費者減少購買衣服的意向也愈高。另外，主觀規範、後果意識和責任歸屬均透過影響個人規範對行為意向有顯著的間接作用。根據此結果，本研究分別對政府、環保團體及消費者提出若干建議。

The garment industry produces more than 150 billion pieces of clothing every year. It accounts for 10% of global carbon emissions. It is the second most polluting industry in the world. Moreover, the textile industry is the second largest industry causing water pollution. More than 8,000 chemical substances are used in the process of textile processing. Many of the waste water produced will not only cause environmental pollution but also endanger people's health. Although clothing production causes these environmental problems, there has been little behavioral research on reducing clothing pollution. This study used theory of planned behavior (TPB) and theory of value-belief-norm (VBN) to explore the psychological factors that influence consumers to reduce personal clothing consumption. A survey asked 429 consumers their clothing consumption habits, usage frequencies, how they disposed unwanted clothes, and measured the psychological variables that might affect their intention to buy fewer clothes. Results found that the respondents would buy clothing once in 4 to 6 months on average; about 13 items of clothing a year on average; clothing will be disposed of after 2 to 3 years of wearing. On the other hand, although most respondents indicated that they would recycle the old clothing they no longer wear, many respondents did not know that many old clothing were unrecyclable and could only be incinerated in the end. Further, results of the structural equation model showed that intention was significantly related to attitude, perceived behavior control, and personal norm. The higher the attitude, perceived behavior control, and personal norms, the higher the consumer's intention to reduce clothing consumption. In addition, subjective norm, awareness of consequence, and ascription of responsibility were all indirectly related to behavioral intention by influencing personal norm, with all indirect effects reaching statistical significance. Based on these findings, this study made several suggestions to the government, environmental groups and consumers.

論文審定書 i
謝辭 ii
摘要 iii
英文摘要 iv
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究問題與目的 4
第四節 研究重要性 5
第二章 文獻探討 6
第一節 環境行為理論 6
第二節 與TPB和VBN有關的衣服消費研究 8
第三節 本研究影響消費者減少購買衣服之變項 12
第三章 研究方法 14
第一節 研究架構與各變項定義 14
第二節 研究假設 17
第三節 問卷設計 18
第四章 研究結果 29
第一節 樣本結構 29
第二節 描述性統計 31
第三節 結構方程模型分析 44
第五章 討論與建議 49
第一節 描述統計所呈現的意義與討論 49
第二節 研究假設成立與否及原因 53
第三節 研究結果應用於實務上之建議 58
第四節 研究限制 63
第六章 參考文獻 66
附錄一 第一次紙本預試問卷 70
附錄二 第二次電子預試問卷 74
附錄三 正式問卷 79
附錄四 SEM統計結果 84
附錄五 論文口試審查意見回覆表 93

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