在全球市場中，企業面臨日益增加的環境和社會責任壓力，特別是服裝和紡織產業。環境、社會及公司治理（Environmental, Social, Governance, ESG）已成為衡量企業表現的重要標準。本研究探討消費者選擇ESG新創服飾品牌的關鍵因素，通過深度訪談了解消費者的觀點和行為模式。
研究發現，消費者對ESG新創品牌持積極態度，尤其是品牌真實履行ESG承諾時。關鍵驅動因素包括環保意識、社會責任和良好治理期望。消費者認為，ESG品牌應使用環保材料，如有機棉和再生纖維，並保持創新。他們期望品牌積極參與社會公益，展示透明供應鏈和公平勞工待遇。
動機理論在本研究中發揮重要作用。根據自我決定理論（SDT），消費者動機分為內在和外在動機。內在動機包括環保意識和社會責任感；外在動機則涉及社會壓力和經濟獎勵。研究結果顯示，消費者選擇ESG新創品牌的內在動機主要是環保意識、社會責任和自我表達，外在動機則包括社會認同和經濟獎勵。
研究結論強調了品牌的環保行動、社會責任實踐和治理透明度。消費者期望品牌在使用環保材料、碳足跡管理和循環經濟實踐方面有具體行動，並確保勞工權益和社區回饋。透明的價格溝通和合理定價是提升品牌信任度和消費者支持的重要因素。
本研究提供了對消費者選擇ESG新創服飾品牌的深入洞察，並提出了產品品質保障、創新設計、合理定價和有效溝通的實用建議，有助於品牌在競爭激烈的市場中占據有利位置。

In the global market, companies face increasing environmental and social responsibility pressures, particularly in the apparel and textile industries. Environmental, Social, and Governance (ESG) has become a critical standard for measuring corporate performance. This study explores the key factors influencing consumer choices of ESG startup fashion brands through in-depth interviews.
The research found that consumers have a positive attitude towards ESG startup brands, especially when the brands genuinely fulfill their ESG commitments. Key drivers include environmental awareness, social responsibility, and expectations of good governance. Consumers believe ESG brands should use eco-friendly materials, such as organic cotton and recycled fibers, and maintain innovation. They expect brands to actively participate in social welfare, demonstrate a transparent supply chain, and ensure fair labor practices.
Motivation theory plays an important role in this study. According to Self-Determination Theory (SDT), consumer motivations are divided into intrinsic and extrinsic. Intrinsic motivations include environmental awareness and social responsibility; extrinsic motivations involve social pressure and economic rewards. The results show that consumers' intrinsic motivations for choosing ESG startups are mainly environmental awareness, social responsibility, and self-expression, while extrinsic motivations include social recognition and economic rewards.
The study concludes that key factors influencing consumer choices include brands' environmental actions, social responsibility practices, and governance transparency. Consumers expect specific actions on eco-friendly materials, carbon footprint management, and circular economy practices, as well as ensuring labor rights and community engagement. Transparent pricing and communication are vital for building brand trust and consumer support.
This study provides insights into consumer preferences for ESG startup fashion brands and offers practical recommendations for product quality assurance, innovative design, reasonable pricing, and effective communication to help brands succeed in a competitive market.

林金定, 嚴嘉楓 and 陳美花 (2005). "質性研究方法: 訪談模式與實施步驟分析." 身心障礙研究季刊 3(2): 122-136.
Abraham, H. M. (2020). THEORY OF HUMAN MOTIVATION, WWW BNPUBLISHING COM.
Adidas (2022). "ADIDAS AND PARLEY FOR THE OCEANS UNITE SPORTING COMMUNITIES ACROSS THE GLOBE TO RUN FOR THE OCEANS." News. Retrieved May 09, 2022, from https://news.adidas.com/running/adidas-and-parley-for-the-oceans-unite-sporting-communities-across-the-globe-to-run-for-the-oceans/s/0621eb8e-fe22-426f-8bf3-4980347c184f.
Belk, R. W. (1988). "Possessions and the extended self." Journal of Consumer Research 15(2): 139-168.
Bhattacharya, C., S. Sen and D. Korschun (2011). Leveraging corporate responsibility: The stakeholder route to maximizing business and social value, Cambridge University Press.
Bhattacharya, C. B., D. Korschun and S. Sen (2009). "Strengthening stakeholder–company relationships through mutually beneficial corporate social responsibility initiatives." Journal of Business ethics 85: 257-272.
Bocken, N. M., et al. (2016). "Product design and business model strategies for a circular economy." Journal of industrial and production engineering 33(5): 308-320.
Bocken, N. M., et al. (2014). "A literature and practice review to develop sustainable business model archetypes." Journal of cleaner production 65: 42-56.
Chatterji, A. K., D. I. Levine and M. W. Toffel (2009). "How well do social ratings actually measure corporate social responsibility?" Journal of Economics & Management Strategy 18(1): 125-169.
Chaudhuri, A. and M. B. Holbrook (2001). "The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty." Journal of marketing 65(2): 81-93.
Commission, E. (2022). "EU strategy for sustainable and circular textiles." Communication from the Commission to the European Parliament, the Council, the European Economic and Social Committee and the Committee of the Regions, COM (2022) 141 final.
Cornejo, J. (2023). "Is ARKET Ethical and Sustainable?" Sustainable Fashion. Retrieved June 4, 2023, from https://wear-next.com/sustainable-fashion/is-arket-ethical-and-sustainable/.
Deci, E. L. and R. M. Ryan (1980). "Self-determination theory: When mind mediates behavior." The Journal of mind and Behavior: 33-43.
ESGpedia (2024). "Top 6 ESG Trends in 2024 as mandatory ESG reporting becomes a global norm." ESGpedia Newsroom. Retrieved January 8, 2024, from https://esgpedia.io/esg-reporting-2024-trends/#.
Fredricks, R. (1959). Herzberg’s Two-Factor Theory of Motivation.
Gagné, M. (2003). "The role of autonomy support and autonomy orientation in prosocial behavior engagement." Motivation and emotion 27: 199-223.
Géhin, S., R. Federowski and B. Rosenthal (2022). "Sustainable Fashion - Challenges, solutions and a path to net zero." High fashion, low emissions: Climate action in the textile and apparel industry. Retrieved June 14, 2022, from https://www.rolandberger.com/en/Insights/Publications/High-fashion-low-emissions-Climate-action-in-the-textile-and-apparel-industry.html.
Hartmann, P. and V. Apaolaza-Ibáñez (2012). "Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern." Journal of business Research 65(9): 1254-1263.
Hill, J. and H. H. Lee (2012). "Young Generation Y consumers’ perceptions of sustainability in the apparel industry." Journal of Fashion Marketing and Management: An International Journal 16(4): 477-491.
inditex (2024). "Annual Report 2023." Inditex Download Center. 2024, from https://annualreport2023.inditex.com/en/centro-de-descarga.
Ioannou, I. and G. Serafeim (2015). "The impact of corporate social responsibility on investment recommendations: Analysts' perceptions and shifting institutional logics." Strategic management journal 36(7): 1053-1081.
Ioannou, I. and G. Serafeim (2017). "The consequences of mandatory corporate sustainability reporting." Harvard Business School research working paper(11-100).
Kapferer, J.-N. and V. Bastien (2017). "The specificity of luxury management: Turning marketing upside down." Advances in luxury brand management: 65-84.
Kocmanová, A. and M. Dočekalová (2012). "Construction of the economic indicators of performance in relation to environmental, social and corporate governance (ESG) factors." Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis 60(4): 195-206.
Kotler, P. and N. Lee (2008). Corporate social responsibility: Doing the most good for your company and your cause, John Wiley & Sons.
Kozinets, R. V., et al. (2004). "Ludic agency and retail spectacle." Journal of Consumer Research 31(3): 658-672.
Kramer, M. R. and M. Porter (2011). Creating shared value, FSG Boston, MA, USA.
Kuzmina, J., et al. (2023). "In search of sustainability and financial returns: The case of ESG energy funds." Sustainability 15(3): 2716.
Kvale, S. (1994). Interviews: an introduction to qualitive research interviewing, Sage.
Li, T.-T., et al. (2021). "ESG: Research progress and future prospects." Sustainability 13(21): 11663.
McNally, M.-A., D. Cerbone and W. Maroun (2017). "Exploring the challenges of preparing an integrated report." Meditari Accountancy Research 25(4): 481-504.
Messerli, P. (2018). "Global Sustainable Development Report GSDR 2019."
Minichiello, V., et al. (1995). "In Depth Interviewing: Principles, Techniques." Analysis. 2nd ed. Longman, Cheshire.
Muthu, S. S. and M. A. Gardetti (2020). Sustainability in the textile and apparel industries: consumerism and fashion sustainability, Springer.
Niinimäki, K., et al. (2020). "The environmental price of fast fashion." Nature Reviews Earth & Environment 1(4): 189-200.
Olatubosun, P., E. Charles and T. Omoyele (2021). "Rethinking luxury brands and sustainable fashion business models in a risk society." Journal of Design, Business & Society 7(1): 49-81.
Oliver, R. L. (1999). "Whence consumer loyalty?" Journal of marketing 63(4_suppl1): 33-44.
Orlitzky, M., F. L. Schmidt and S. L. Rynes (2003). "Corporate social and financial performance: A meta-analysis." Organization studies 24(3): 403-441.
Park, H.-H. and M.-J. Noh (2012). "The influence of innovativeness and price sensitivity on purchase intention of smart wear." Journal of the Korean Society of Clothing and Textiles 36(2): 218-230.
Peattie, K. (2010). "Green consumption: behavior and norms." Annual review of environment and resources 35: 195-228.
Pookulangara, S. and A. Shephard (2013). "Slow fashion movement: Understanding consumer perceptions—An exploratory study." Journal of retailing and consumer services 20(2): 200-206.
Riches, T. (2021). "Brands, sustainability and citizenship: Navigating a world demanding change." Journal of Brand Strategy 10(3): 259-272.
Rubin, H. J. and I. S. Rubin (2011). Qualitative interviewing: The art of hearing data, sage.
Sadowski, M. and C. Cummis (2022). "A roadmap to net-zero emissions for the apparel sector."
Samaniego, D. (2021). "Levi’s® Wellthread® — A Laboratory for Progress." News. Retrieved March 17, 2021, from https://www.levistrauss.com/2021/03/17/levis-wellthread-a-laboratory-for-progress/.
Serafeim, G. (2020). "Public sentiment and the price of corporate sustainability." Financial Analysts Journal 76(2): 26-46.
Solomon, M. R. (2020). Consumer behavior: Buying, having, and being, Pearson.
Sultana, S., N. Zulkifli and D. Zainal (2018). "Environmental, social and governance (ESG) and investment decision in Bangladesh." Sustainability 10(6): 1831.
Tarmuji, I., R. Maelah and N. H. Tarmuji (2016). "The impact of environmental, social and governance practices (ESG) on economic performance: Evidence from ESG score." International Journal of Trade, Economics and Finance 7(3): 67.
Tatar, Ş. B. and İ. Eren-Erdoğmuş (2016). "The effect of social media marketing on brand trust and brand loyalty for hotels." Information Technology & Tourism 16: 249-263.
Tinonetsana, F. and P. Musariwa (2024). "Integration of sustainability marketing into business strategies: Challenges during adoption." International Journal of Research in Business and Social Science (2147-4478) 13(2): 23-30.
Visser, W. (2008). "Corporate social responsibility in developing countries."
White, K., R. Habib and D. J. Hardisty (2019). "How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework." Journal of marketing 83(3): 22-49.
Yang, Y., M. Chen and H. Meng (2024). "The drivers of sharing willingness regarding sustainable fashion brand image based on commitment theory." Asia Pacific Journal of Marketing and Logistics.