近年來，隨著全球對環境保護和永續發展的重視，永續創業成為一個新興且重要的創業領域，展現出巨大的潛力和優勢。在這一背景下，新創企業如何主動創造有利的新市場，並通過願景規劃和生態系策略方針發揮社會價值影響力，成為研究的重要議題。本研究旨在探討永續創業者如何運用這些策略，以實現其永續發展目標。
本研究採用單一個案研究方法，聚焦於配客嘉這一永續創業案例，通過半結構式訪談和次級資料的收集，描繪出其從萌芽期到成長期的發展脈絡。研究以Nenonen（2020）提出的市場塑造過程和Adner（2022）提出的生態系三原則為理論基礎，旨在分析創業者的塑造動機以及其生態系統建立策略。
研究結果顯示，永續創業者與一般創業家在創業動機上並無太大差異，但他們更專注於永續價值的傳遞。首先，創業者利用最小活動資源建立最低可行生態系，驗證其模式的可行性，這一策略能夠帶來較大的效益。此外，永續創業家能通過尋找與其階段相似的夥伴，逐步擴展其循環生態系。例如，與環保相關的電商品牌和實體回收店合作，建立了雙贏的策略，將同頻的消費者引入循環包裝生態系統中。這一階段的策略不僅鞏固了其核心價值結構，還豐富了生態系的內涵。
總結來說，本研究發現，永續創業者在不同發展階段應用生態系建構原則，通過動機塑造和策略執行，成功創造了新的市場機會和社會價值。這些發現不僅豐富了永續創業的理論研究，還為實務中的永續創業者提供了寶貴的參考，促進了社會和環境的可持續發展。

In recent years, with the global emphasis on environmental protection and sustainable development, sustainable entrepreneurship has become an emerging and important area of entrepreneurship, showing great potential and advantages. Against this backdrop, it has become an important issue for research on how start-ups can proactively create favorable new markets and leverage social value through visioning and ecosystem strategy approaches. This study aims to examine how sustainable entrepreneurs utilize these strategies to achieve their sustainability goals.
This study adopts a single case study approach, focusing on the sustainable entrepreneurship case of PackAge+, and charting its development from the nascent stage to the growth stage through semi-structured interviews and secondary data collection. Based on the market shaping process proposed by Nenonen (2020) and the three principles of ecosystems proposed by Adner (2022), the study aims to analyze the entrepreneurs' shaping motives and their ecosystem-building strategies.
The results of the study show that there is not much difference between sustainable entrepreneurs and general entrepreneurs in terms of entrepreneurial motivation, but they are more focused on the transmission of sustainable values. First, entrepreneurs utilize minimal activity resources to establish a minimum viable ecosystem and verify the feasibility of their model, a strategy that can bring greater benefits. In addition, sustainable entrepreneurs are able to gradually expand their recycling ecosystems by finding partners at a similar stage. For example, partnering with eco-related e-commerce brands and brick-and-mortar recycling stores establishes a win-win strategy that introduces the same frequency of consumers to the recycled packaging ecosystem. This stage of strategy not only consolidates its core value structure, but also enriches the ecosystem.
In conclusion, this study found that sustainable entrepreneurs applied the principles of ecosystem construction at different stages of development, and successfully created new market opportunities and social values through motivation shaping and strategy execution. These findings not only enrich the theoretical study of sustainable entrepreneurship, but also provide valuable references for sustainable entrepreneurs in practice and promote the sustainable development of society and the environment.

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