時尚與永續的議題一直被認為是相悖的概念，過去時尚遙不可及，時至今日，衣服改變了過往的價值，尤其是快時尚（fast fashion）一詞的出現，時尚潮流服飾，在生活中扮演重要的角色。此外，受到聯合國2015年所提出的永續發展目標影響，各國紛紛朝整體社會與環境的永續發展邁進，並透過永續發展教育以改進人民的知識、技能與態度，進一步透過實踐達成目標。
本研究源自於對生活中的好奇，希望透過調查了解對於消費者而言，快時尚一詞是如何在他們的認知中存在，面對永續發展目標第十二項負責任的消費與生產的推動，對於消費者而言，永續消費又是什麼樣的概念呢?面對快時尚風潮以及永續發展趨勢的雙重夾擊下，身處於夾縫中的人是如何從中進行內心的掙扎以及做出最後的消費決策，正是筆者所好奇的。
綜合上述，本研究採用質性研究中的深入訪談方法，並結合半結構式訪談的靈活性，旨在揭示受訪者內心最真實的想法與決策過程。受訪族群選擇18至25歲的大學生族群，是當今被稱為Z世代的一群人，他們的出生與成長，恰與快時尚風潮和永續發展趨勢並行，因此，透過了解這群Z世代人們處在快時尚風潮和永續發展趨勢的真實環境下，如何在各項決策因素拉扯之中取得自身對於服飾消費的平衡。
研究結果發現，將快時尚消費與永續消費特質進行比較，從購衣頻率與淘汰衣服的頻率這類的產品生命週期來看，快時尚消費的產品生命週期是短於永續消費的產品生命週期。另外產品風格的部分，快時尚消費的產品風格會根據時尚潮流不斷變化，反之永續消費的產品風格卻不太隨著時間改變。最後從快時尚消費與永續消費的產品價格與產品價值進行比較，發現快時尚消費更在意產品價格，而永續消費則更在意產品價值。
此外，研究結果發現大學生族群的消費決策因素可以分為個體因素、他人因素、產品價格因素與產品相關資源因素，藉由主要與次要的決策因素排列發現，大學生族群之消費者類型可以被分為「心理兼顧社會型消費者」、「社會兼顧心理型消費者」、「社會兼顧經濟型消費者」、「心理兼顧經濟型消費者」、「經濟兼顧心理型消費者」、「經濟兼顧社會型消費者」、「心理兼顧資源型消費者」、「社會兼顧資源型消費者」、「經濟兼顧資源型消費者」九個類型，此九個類型之消費者又可根據其快時尚特質與永續特質程度進一部分為三大類，分別為:極具快時尚特質，幾乎不具永續特質；頗具快時尚特質，有些永續特質；有些快時尚特質，頗具永續特質。
除了上述的研究結果之外，本研究發現，即使接受了永續發展相關的教育與宣導，對於大學生族群而言，相較於當前環境問題的「資源因素」，更在乎的是自身的偏好、社會的潮流與經濟狀況等「心理因素」、「社會因素」、「經濟因素」。故本研究發現大學生族群之消費者類型缺少了「資源兼顧心理型消費者」、「資源兼顧社會型消費者」和「資源兼顧經濟型消費者」。

Fashion and sustainability have traditionally been seen as opposing concepts. In the past, fashion seemed distant and unattainable, but today, clothing has transformed its value, especially with the rise of "fast fashion." Fashionable clothing now plays a significant role in our lives. Influenced by the United Nations' 2015 Sustainable Development Goals, countries are increasingly moving towards overall societal and environmental sustainability, using sustainable development education to improve people's knowledge, skills, and attitudes, and achieving goals through practical implementation.
This study arises from a curiosity about everyday life, aiming to understand how the term "fast fashion" exists in consumers' perceptions. In the face of the push for Goal 12 of the Sustainable Development Goals—responsible consumption and production—what does sustainable consumption mean to consumers? Amid the dual pressures of the fast fashion trend and sustainability, how do people navigate their internal struggles and make final consumption decisions? This is the focus of the study.
To address these questions, the research employs qualitative methods, specifically in-depth interviews combined with the flexibility of semi-structured interviews. The goal is to reveal respondents' genuine thoughts and decision-making processes. The study targets university students aged 18 to 25, known as Generation Z, who have grown up during the rise of fast fashion and sustainability trends. By understanding how this group balances clothing consumption decisions in the context of both trends, we gain insights into their decision-making processes.
The study finds that comparing fast fashion consumption with sustainable consumption reveals that fast fashion products have a shorter lifecycle than sustainable ones. Regarding product style, fast fashion items frequently change with trends, while sustainable items remain more stable over time. Furthermore, the study shows that consumers of fast fashion are more concerned with product price, while sustainable consumers focus more on product value.
Additionally, the research identifies that university students' consumption decision factors can be categorized into individual factors, social factors, product price factors, and product-related resource factors. The primary and secondary decision factors reveal nine consumer types: "Psychologically and socially balanced consumers," "Socially and psychologically balanced consumers," "Socially and economically balanced consumers," "Psychologically and economically balanced consumers," "Economically and psychologically balanced consumers," "Economically and socially balanced consumers," "Psychologically and resource-balanced consumers," "Socially and resource-balanced consumers," and "Economically and resource-balanced consumers." These types can be further divided into three main categories based on their fast fashion and sustainability traits: those with strong fast fashion traits and minimal sustainability traits; those with notable fast fashion traits and some sustainability traits; and those with some fast fashion traits and significant sustainability traits.
Moreover, the study finds that despite receiving education and advocacy on sustainable development, university students are more concerned with personal preferences, social trends, and economic conditions—i.e., psychological, social, and economic factors—rather than the environmental "resource factors." Consequently, the study notes the absence of "resource-balanced psychological consumers," "resource-balanced social consumers," and "resource-balanced economic consumers" among university students.

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