新貧族永續行為意願與產品設計策略之研究

The Study of Sustainable Behavior Intention and Product Design Stratgry for the New Poor

設計永續產品與了解購買心理被視為是減少環境衝擊的有效途徑，儘管永續生產與消費領域已累積不少豐碩之 研究，但在被 M 化重新解構與再構的現代社會中，新型態族群的永續產品設計與消費行為至今未有完整的探討，於 此本研究透過延伸式計畫行為理論（Extended Theory of Planned Behavior, ETPB）及產品之永續行為設計（Design for Sustainable Behavior, DfSB），建構出促其永續行為的策略與產品設計模式。結構方程式分析結果表明，主觀規 範、生活型態、環境關注與 DfSB 直接影響此族群永續行為意願；生態提示是影響此族群最佳的產品設計策略。產 品設計與綠色營銷人員可據此考量影響此族群永續行為的內外在因素，規劃有效的永續設計計畫，以增加產品使用 階段永續行為的觸發以及永續生產與消費間的關係效益。

Designing sustainable products and getting acquainted with purchasing intention are regarded as two effective ways to reduce the effects on the environment.Therefore, this study adopted the extended theory of planned behavior (ETPB) and the design for Sustainable Behavior (DfSB) to establish a strategy and product design mode which would promote the sustainable behaviors. According to the analytic results of the structural equation, subjective norm, lifestyle, focus on environment and DFSB have direct effects on the sustainable behavior intention of the new poor; ecological cue is the best product design strategy for the group of people.