TSAN MING CHOIGuo S.Ho S.S.-Y.Li W.-Y.2022-05-302022-05-3020159783319127033; 9783319127026https://www.scopus.com/inward/record.uri?eid=2-s2.0-84944539287&doi=10.1007%2f978-3-319-12703-3_10&partnerID=40&md5=76b38c93dd228d2064e0d244f67145c8https://scholars.lib.ntu.edu.tw/handle/123456789/612313This research aims to investigate the fast-fashion brands??recently implemented used garment collection (UGC) scheme. It examines the effects brought by the UGC programs on brand awareness and image building of fast-fashion companies. A convenience sampling based consumer survey is conducted for this study. The statistical results reveal that the UGC scheme offered by fast-fashion companies is correlated to brand awareness and brand image. The findings imply that fast-fashion retailers can employ the used apparel collection program as a marketing scheme to help establish their own green brand image. This measure also enhances the fast-fashion retailers??brand positioning and their competitiveness in the market. ? Springer International Publishing Switzerland 2015.book part10.1007/978-3-319-12703-3_102-s2.0-84944539287