現今零售商除積極導入永續於經營管理層面，這些實踐漸漸地在消費者行為方
面發揮影響力，形塑其消費價值觀，進而促成對品牌轉換或好感。因此，對企業來
說，充分了解消費者的永續行為至關重要。本研究旨在深入瞭解顧客對
City’Super 的永續表現的態度，以及在商場內進行永續相關行為的意向。研究流
程參考 Steg（2009）的研究議程為基礎，分為兩階段的質化研究，包括員工焦點
訪談（N=4）和消費者訪談（N=9）。在第一階段，了解企業的永續實績與消費者的
第一線觀察，將訪談結果收斂作為下一階段消費者訪談主題。在第二階段，執行消
費者端的半結構化訪談，以探索消費者目前的永續行為和對City’Super 的觀感。
結果以主題式分析，歸納出 City’Super 的一般洞察以及四個主題洞察，包
含：認知態度（權衡成本和效益、知識）、情感態度（正向、負向）、考量社會規
範和外部情境因素（產品外觀、內部、政策）。簡述本研究發現：一、消費者缺乏
成分和生產鏈相關知識，因此難把永續與他們的飲食相關購買行為聯繫起來。二、
僅僅提高個人將自身視為環境一部分即可能有助於養成永續行為。三、在商場內情
境下，考慮外部環境因素是重要的。四、最後，提供設計意涵以支持城市超級市場
推進可持續計劃。

Retailers actively contribute not only to promoting sustainable business practices but
also to shaping and influencing consumer behavior. Therefore, it is crucial for
environmentally sustainable businesses to fully understand consumers' sustainable
behavior. This study aimed to gain insight and understanding into the customers’
perception of City’Super sustainability performance and their sustainable-related behavior.
This study's procedure is partially based on Steg's systematic research agenda (2009). This
two-phase qualitative study included employees' focus group interviews (N=4) and indepth
customer interviews (N=9). In the first phase, the study synthesizes suitable themes
based on employees' work experiences and ongoing ESG projects. In the second phase,
semi-structured interviews are conducted to explore customers' current behavior and
perception of City’Super. A thematic analysis was conducted based on both inductive and
theoretical considerations as well as general insights of City’Super to drive four themes:cognitive attitude (weighing cost and benefits, knowledge), affective attitude (positive,
negative), normative concern, and external context factor (product appearance, interior,
policy). The interesting findings are 1) Consumers often struggle to connect sustainability
with their dietary purchasing behavior due to a lack of knowledge about ingredients and
the production chain. 2) Merely raising individuals' awareness of their role as part of the
environment can potentially foster sustainable behavior. 3) It is important to consider
external environmental factors within the context of supermarkets. 4) Finally, the design
implications are given to support City’Super in pushing forward sustainability plans.

Abstract .............................................................................................................................. 3
List of Figures .................................................................................................................... 5
Table of Content ................................................................................................................ 5
Chapter 1 Introduction ..................................................................................................... 6
Chapter 2 Literature Review ............................................................................................ 9
Chapter 3 Methodology ................................................................................................... 15
3.1 Interview with Staff ......................................................................................... 15
3.2 The Customers’ Participation .......................................................................... 16
3.3 Semi-structured Interview ............................................................................... 17
Chapter 4 Results ............................................................................................................. 19
4.1 General Insights on City’Super Sustainability Performance ........................... 19
4.1.1 The Physical Space in the Supermarket Linked to Sustainability
Performance ..................................................................................................... 19
4.1.2 The Way to Evaluate Sustainability ....................................................... 20
4.1.3 The Dilemma of City’Super’s Position and Sustainability .................... 22
4.2 Cognitive Attitudes to Sustainable Action in City’Super ................................ 22
4.2.1 Costs and Benefits .................................................................................. 22
4.2.2 Knowledge .............................................................................................. 23
4.3 Affective Attitudes to Sustainable Action in City’Super ................................ 25
4.4 Normative Concern .......................................................................................... 27
4.5 External Context Factor ................................................................................... 28
4.5.1 Appearance ............................................................................................. 28
4.5.2 Interior and display ................................................................................. 29
4.5.3 Government Regulations ........................................................................ 30
Chapter 5 Discussion ....................................................................................................... 30
5.1 Consumer perception of sustainability ............................................................ 31
5.2 Cognitive attitude drives customers of sustainability behavior ....................... 32
5.3 Affective attitude drives customers of sustainability behavior ....................... 33
5
5.4 External context factor drives customers of sustainability behavior ............... 34
5.5 Implication ....................................................................................................... 35
5.6 Limitation ........................................................................................................ 36
Chapter 6 Conclusion ...................................................................................................... 37
Reference .......................................................................................................................... 37

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