研究 目的: 本研究旨在驗證消費者對服裝可持續面料認識的信賴，為服裝產業未來市場制定設計戰略和營銷戰略提供理論依據。 研究 方法: 于2022年8月1日至8月12日期間, 以居住在中國安徽省的零零後女大學生為對象, 以線上應答的方式進行了問卷調查。採用SPSS26及AMOS26程序對收集的問卷進行了實證分析。 研究 內容: 分析了可持續面料認識，可持續環境、經濟、文化方面的可持續評價要因, 消費者信賴 。 結論與建議: 首先, 可持續面料認識對可持續評價的環境、經濟、文化要因有顯著的正向影響。其次, 可持續評價要因的環境、經濟、文化要因對消費者信賴有顯著的正向影響。再次, 可持續面料認識對消費者信賴沒有統計學上的顯著意義。為保證結果的可信度, 在未來的研究中有必要通過擴大年齡和區域來比較分析可持續面料認識對消費者信賴的影響。

The purpose of this study is to verify consumers’ trust in sustainable fabric recognition, and provide theoretical basis for designing and marketing strategies for the future market of clothing industry. During the period from Aug. 1 to Aug. 12, 2022, a questionnaire survey was conducted with female college students after zero living in Anhui Province, China, by means of online response. SPSS 26 and AMOS 26 procedures were used to conduct empirical analysis on the collected questionnaires. It analyzes the understanding of sustainable fabrics, the key factors of sustainable evaluation in terms of sustainable environment, economy and culture, and consumer trust. Conclusions and suggestions: First of all, the recognition of sustainable fabrics has a significant positive impact on the environmental, economic and cultural factors of sustainable evaluation. Secondly, the environmental, economic and cultural factors of sustainable evaluation have a significant positive impact on consumer trust. Thirdly, the recognition of sustainable fabrics has no statistical significance for consumer trust. Therefore, sustainable evaluation should play a completely intermediary role in the relationship between sustainable fabric recognition and consumer trust. In order to ensure the credibility of the results, it is necessary to expand the age and region to compare and analyze the impact of sustainable fabric awareness on consumer trust in future research.