隨著企業越來越重視企業社會責任的承擔與參與，致力於提升企業形象的現今市場環境中，在講求迅速、平價、具有設計性的快速時尚產業由於大量生產，平價服裝售價太低，且付出龐大的環境成本等問題而備受爭議。以快速時尚起家的ZARA除深陷設計抄襲的風暴而損害其品牌形象及價值外，生產方面也因為「平價」壓低的勞工工資和「快速」使勞工生產時間逼得無法喘息而被多方抨擊；另一方面，快速時尚的興起使得平均每人購衣件數上升，而購衣成本卻下降，導致二手衣較過去更快速、大量的增加，並且流通至第三世界國家，進而導致第三世界國家的在地成衣業面臨經營的困境，而影響在地經濟及就業發展。本研究擬探討快速時尚產業中業者的社會責任承擔與消費者知覺影響間的互動關係，觀察企業社會責任、消費者對於企業承擔社會責任涉入程度及對消費者品牌知覺影響間的互動關係進行探討。
As company increasing emphasis on corporate social responsibility commitment and participation to improve it’s brand image of current market. At the same time, in the emphasis on rapid, affordable, with a design of the fast fashion industry due to mass production, cheap clothing price too low, and pay a huge environmental costs and other issues and controversial.
To the rapid fashion started ZARA suspected of plagiarism de-signed to damage the brand image and value, the production side is due to lower labor wages and long working hours and controversial; the other hand, the rapid fashion makes the average cost per person The increase in the number of clothing, clothing costs have declined, resulting in second-hand clothing than in the past more rapid, substantial increase, and lead to the third world countries in the garment industry is facing the plight of the operation, and affect the local economy and employment development.
This study is to explore and observe the rapid fashion industry, corporate social responsibility, consumer commitment to corporate social responsibility and the impact of consumer brand awareness of the interaction between the discussion.
