塑膠是目前世界上最難被處理和回收的垃圾種類之一，因為其擁有低成本、易成形、輕量、堅固等特性依然被業界廣泛使用，無論是民生用品乃至於醫療用品皆是難以捨棄的材質。但也正因為被廣泛應用，這種不可被分解的材質造成世界的塑膠垃圾不斷地累積，加上前幾年COVID-19疫情的爆發影響世界，使永續行動停滯不前，一次性容器使用率急遽攀升，造成環境大量污染和破壞。
過去有許多學者針對如何減少塑膠製品的使用做出研究貢獻，發現現有容器的再利用可能會是環境保護的最佳途徑，但因為塑膠的材質特性並不適合長期重複使用，容易釋放對人體有害的物質，密度低的塑膠也容易滋生細菌，也不適合高溫殺菌，甚至長時間使用導致材質脆化等。現今開始有企業針對容器推出重複使用的容器產品和政策，但現實發現使用率仍然十分低效。
因此本研究將從消費端探討消費者使用可重複使用容器的意願，並結合生理與心理兩個層面做綜合探討，這在過去鮮少有學者做這方面的綜合研究，亦是一個研究的缺口。本研究將分為三個部分，首先透過眼動儀針對生理層面進行探討，研究容器吸引消費者的注意力因素；第二部分將針對消費者的心理層面，探討消費者的環保意識與責任感對使用循環容器的態度；最後做綜合探討，結合生理數據與心理認知，使用S-O-R與TPB模型結合動機因子探討從一開始的注意力，經過心理認知判斷後的使用意願，提出能夠提升消費者使用重複使用容器意願的最佳建議。
本研究揭示了消費者視覺注意、心理動機及行為意圖之間的路徑關係與影響。結果表明，簡單直觀的設計更能吸引消費者注意，過於複雜的視覺元素可能削弱使用動機，動機需透過深層認知與穩定態度來促進行為意圖。推動可持續發展需兼顧消費者的物理需求與心理需求，高環保意識者願為環境利益妥協便利性，而低環保意識者則需透過服務設計間接滿足環保需求。我們也發現服務體驗的重要性，特別是便捷的回收流程對於吸引新用戶和維持長期參與的關鍵作用，並建議優化回收系統以融入消費者日常生活，促進環保行為的普及。最後基於S-O-R理論驗證了視覺注意力對心理興趣與情感反應的關鍵作用，發現簡單直觀的設計能有效提升動機，而過度複雜的元素則可能削弱使用意願。相比原始容器，可重複使用容器的採用意圖需整合環保價值認知與社會影響力，進一步滿足社會期待並激發創新與環保價值感知。
研究結果將全方面提供產、官、學三個領域有效的建議。從產業層面可以讓業者了解消費者的消費認知，可以針對結果為產品容器、包裝、甚至是服務作出最佳的設計；政府亦可根據本研究結果，針對消費者的使用習性和心理認知做出利國利民的政策，以促使國家能夠有效地朝著聯合國提出的SDGs目標前進；從學術層面本研究提出過去少見的結合生心理的研究方法，能夠在未來有效的針對設計層面提出更能夠提升消費者使用意願的因素。

Plastic is currently one of the most challenging types of waste to manage and recycle globally. Its widespread use is attributed to its low cost, ease of molding, lightweight nature, and durability, making it indispensable across various industries, from consumer goods to medical supplies. However, its extensive application has also led to an accumulation of non-degradable plastic waste worldwide. The outbreak of the COVID-19 pandemic in recent years further exacerbated this issue, halting progress in sustainable initiatives and causing a sharp increase in the use of single-use containers, thereby resulting in significant environmental pollution and degradation.
Many scholars have contributed to research on reducing the use of plastic products, discovering that reusing existing containers could be one of the most effective paths toward environmental protection. However, the material properties of plastic make it unsuitable for long-term repeated use. Plastics can release harmful substances to the human body, are prone to bacterial growth due to their low density, are unsuitable for high-temperature sterilization, and tend to degrade over extended use. Although some companies have introduced reusable containers and policies, the adoption rate remains inefficient in practice.
This study aims to explore consumers' willingness to use reusable containers from the consumer perspective, integrating both physiological and psychological dimensions for a comprehensive investigation—a rarely explored research gap in the existing literature. The research is divided into three main parts. First, the physiological dimension will be examined using eye-tracking technology to identify container features that capture consumer attention. Second, the psychological dimension will be analyzed by exploring how consumers’ environmental awareness and sense of responsibility shape their attitudes toward reusable containers. Finally, a comprehensive analysis will combine physiological data and psychological cognition, utilizing the S-O-R and Theory of Planned Behavior models along with motivational factors. This approach investigates the pathway from initial attention to cognitive judgment and subsequent intention to use reusable containers, providing actionable recommendations for increasing consumer adoption.
The findings reveal the pathway relationships and impacts between consumers' visual attention, psychological motivation, and behavioral intentions. Results indicate that simple and intuitive designs are more effective in capturing consumer attention, while overly complex visual elements may diminish motivation. Motivation is shown to require deep cognitive processing and stable attitudes to drive behavioral intentions. Promoting sustainable development necessitates addressing both consumers’ physical and psychological needs. High-environmental-awareness individuals are willing to trade convenience for environmental benefits, while low-awareness individuals require service designs that indirectly fulfill environmental needs. Additionally, the study highlights the importance of service experience, particularly the role of convenient recycling processes in attracting new users and maintaining long-term engagement. It recommends optimizing recycling systems to integrate seamlessly into consumers’ daily lives, fostering widespread environmental behavior.
Based on the S-O-R framework, the study validates the critical role of visual attention in triggering psychological interest and emotional responses. Simple and intuitive designs effectively enhance motivation, whereas overly complex elements may weaken the intention to use. Compared to traditional container, the adoption intention of reusable container requires integrating environmental value perceptions and social influence, further satisfying societal expectations and stimulating a sense of innovation and environmental value.
The findings provide practical recommendations for industry, government, and academia. From an industry perspective, businesses can leverage insights into consumer cognition to optimize product containers, packaging, and services. Governments can develop policies aligned with consumer habits and psychological cognition to advance national efforts toward achieving the UN's Sustainable Development Goals (SDGs). From an academic perspective, this study proposes a novel approach combining physiological and psychological research methods, offering future design-oriented strategies to enhance consumer intention to adopt reusable containers effectively.

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