在經濟壓力與通膨升高的環境下，消費者對高價非必需品的選擇日益謹慎，即便奢侈品牌積極導入永續材質與優化製程以減少環境衝擊，市場回應仍顯有限。為釐清永續奢侈品接受程度背後之心理機制，本研究以永續材質精品包為研究情境，建構「永續奢侈準備度」構念，包括促進面的樂觀性與創新性，以及抑制面的不適應性與不確定性，並以規範激活理論作為中介機制，探討其對購買意圖的影響過程。本研究共回收553份有效樣本，透過結構方程模型進行驗證。結果顯示，創新性與樂觀性可正向促進道德規範的產生，進而提升永續材質精品包之購買意圖；不確定性對規範激活具顯著負向影響，而不適應性對規範激活則未達顯著水準。干擾效果方面，自我象徵對創新性與不確定性兩條路徑具顯著干擾效果，分別削弱創新性對道德規範的正向影響，以及不確定性對道德規範的負向影響；自我超越則對創新性、不適應性與不確定性皆具顯著正向干擾效果，顯示其有助於強化不同心理傾向對規範激活的影響力。本研究不僅補足永續奢侈品消費行為之實證基礎，亦有助於品牌掌握消費者心理傾向與價值偏好，據以優化產品設計與溝通策略，提升永續奢侈品於消費市場的接受度與競爭力。;In the context of growing economic pressure and rising inflation, consumers have become increasingly cautious in their selection of high-priced, non-essential goods. Although luxury brands have adopted sustainable materials and optimized production processes to reduce environmental impact, consumer responses remain limited. This study investigates the psychological mechanisms underlying consumer acceptance of sustainable luxury handbags by introducing the concept of Sustainable Luxury Readiness, which includes two facilitating dimensions, namely optimism and innovativeness, and two inhibiting dimensions, namely discomfort and uncertainty. The Norm Activation Model is employed as the core mediating framework to examine how these psychological tendencies influence the activation of personal moral norms and subsequent purchase intentions. Based on 553 valid responses analyzed through structural equation modeling, the results indicate that optimism and innovativeness enhance moral norm activation, uncertainty exerts a significant negative effect, and discomfort does not show a meaningful impact. Self-symbolism moderates these relationships by weakening the influence of both innovativeness and uncertainty, while self-transcendence reinforces the effects of optimism, discomfort, and uncertainty on moral norm activation. These findings contribute to a deeper theoretical understanding of sustainable luxury consumption and offer practical implications for luxury brands aiming to enhance product acceptance through value-consistent design and communication strategies.
