奢侈品歷來被視為身份象徵，能滿足消費者在情感、地位及社會認同方面
的需求。然而，隨著全球永續發展議題的崛起，愈來愈多奢侈品牌將永續元素
納入產品與品牌策略中，如採用環保材料、透明生產流程及強調社會責任承諾
等。有鑑於此，本研究旨在運用產品涉入的角度來分析永續元素的融入產品設
計後會如何影響消費者選購奢侈品的行為，著重探討愉悅價值、象徵價值、風
險重要性、誤購機率與興趣五個構面，這些構面是影響消費者涉入程度的關鍵
要素。本研究透過質性訪談與文獻回顧的方法，聚焦於台灣高所得族群，探討
該群體的購買動機與行為，並了解他們是否因永續元素的加入而增加對奢侈品
的關注或改變涉入程度，以及背後的原因。研究發現，永續元素的確對台灣高
所得族群的奢侈品涉入程度產生影響。具體而言，永續元素能強化產品的象徵
價值與愉悅價值，尤其是對於注重環保與社會責任的消費者而言。然而，某些
受訪者表達了對永續奢侈品是否能達到其傳統奢侈品標準的質疑，顯示永續元
素可能提升誤購風險的感知。本研究的結果為奢侈品牌提供了重要的策略啟
示，顯示品牌可透過教育市場與強化永續價值的傳達來降低消費者的風險感
知，進一步吸引核心消費群體，提升永續奢侈品的市場接受度與價值定位。最
終，本研究填補了現有文獻中關於永續元素對奢侈品涉入影響的研究空白，並
為奢侈品牌在推行永續產品策略時提供了實證參考與具體建議。

Luxury goods have been seen as status symbols satisfying consumers' emotional, status and social identity needs. With growing sustainability concerns, many luxury brands now incorporate eco-friendly materials, transparent processes, and social responsibility into their strategies. This study aims to investigate how the incorporation of sustainability elements into luxury products affects consumers' luxury product purchasing behaviors from the product involvement perspective, focusing on the five factors of pleasure value, symbolic value, risk importance, probability of purchase error, and interests, which are the key factors affecting the level of product involvement. Through qualitative interviews and literature review, this study focuses on Taiwan's high-income group to examine their purchasing motivations and behaviors, and to understand whether and why the addition of sustainability elements has increased their interest in luxury goods or changed their level of involvement in luxury goods. The study found that sustainability impacts luxury goods involvement among Taiwan’s high-income group, enhancing symbolic and pleasure value, especially for environmentally and socially responsible consumers. However, some respondents doubted whether sustainable luxury products meet traditional luxury standards, indicating sustainability may increase the probability of purchase error. The results of this study provide important strategic insights for luxury brands and fill in the gaps in the existing literature on the effects of sustainability on luxury involvement, providing empirical references and specific recommendations for luxury brands to implement sustainable product strategies.

論文審定書 i
誌謝 ii
中文摘要 ⅲ
英文摘要 iv
目錄 v
圖表目錄 vii
第一章 緒論 1
第一節 研究背景與研究動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 行銷研究文獻探討 5
第二節 消費者行為 9
第三節 涉入理論 14
第四節 奢侈品 22
第五節 永續發展與社會企業責任 30
第三章 研究方法 37
第一節 研究方法的選擇 37
第二節 資料蒐集的方法 42
第三節 質性訪談 45
第四章 質性訪談結果分析 51
第一節 章節概要 51
第二節 訪談結果分析 52
第五章 結果與建議 69
第一節 研究結果 69
第二節 研究貢獻 72
第三節 研究限制與未來研究方向 74
參考文獻 76
附錄一 訪談大綱 93

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