快時尚行業既是世界上規模最大的產業之一，也是造成世界污染的來源之一。然而，人們對永續性和綠色消費主義的意識正在提高。因此，本論文旨在研究臺灣消費者對快時尚品牌永續性的評價程度。以快時尚巨頭H&M 為例作為課題的實際應用。本文採取質性研究方法，並以半結構訪談法與受訪者互動。以研究結果推測，受訪者並不認為快時尚品牌是永續的，尤其是H&M 這個品牌。然而，他們承認該品牌正致力於推廣有利永續發展相關政策，儘管這些努力還不足夠也不成功。此外，這些訪談提供了各種重要因素的見解，這些因素在分析臺灣人在可持續時尚方面的購買行為時相當重要，例如文化、政府或網路意見領袖等角色。

The fast fashion industry is both one of the main industries but also polluters in the world. However, rising awareness about sustainability and green consumerism is becoming widespread. Due to that, this thesis aims to research the extent to which Taiwanese consumers assess fast fashion brands as being sustainable. Fast fashion giant H&M is used as a case study as a practical application of the topic. Following a qualitative approach, a semi-structured interview guide was applied. As a result, it was inferred that the interviewees do not perceive fast fashion brands, especially H&M, as being sustainable. However, they acknowledge the sustainable efforts the brand is taking, even though they are not seen as sufficient nor successful. Yet, the interviews offer insights into various factors that are important when analyzing Taiwanese consumers’ purchasing behavior in regard to sustainable fashion like culture, the roles of governments or online influencers.

VALIDATION LETTER .............................................................................................i
ABSTRACT (CHINESE) .......................................................................................... ii
ABSTRACT (ENGLISH) .........................................................................................iii
1. INTRODUCTION ................................................................................................... 1
2. LITERATURE REVIEW ....................................................................................... 3
2.1 FAST FASHION ...................................................................................................... 3
2.2 SUSTAINABILITY IN FAST FASHION ........................................................................ 6
2.3 SUSTAINABILITY IN TAIWAN ................................................................................. 8
3. CASE STUDY: HENNES & MAURITZ (H&M) ................................................ 10
3.1 HISTORY AND OVERVIEW ................................................................................... 10
3.2 THE BUSINESS MODEL OF H&M ......................................................................... 12
3.3 SUSTAINABILITY AT H&M .................................................................................. 12
3.4 H&M IN TAIWAN ............................................................................................... 15
3.5 GREENWASHING ALLEGATIONS........................................................................... 16
4. METHODS ............................................................................................................ 18
4.1 DATA COLLECTION AND SAMPLE ........................................................................ 18
4.2 CODING PROCESS ............................................................................................... 19
5. RESULTS .............................................................................................................. 21
5.1 PERCEPTION OF THE BRAND ................................................................................ 21
5.2 SUSTAINABLE ACTIONS ...................................................................................... 26
5.3 CONSUMERISM ................................................................................................... 27
5.4 CULTURE............................................................................................................ 30
5.5 PROMOTIONAL ENVIRONMENT ............................................................................ 32
6. DISCUSSION ........................................................................................................ 35
7. CONCLUSION ..................................................................................................... 38
8. REFERENCES...................................................................................................... 39
9. APPENDIX............................................................................................................ 43

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