面對全球淨零轉型趨勢，企業推動永續發展勢在必行。然而，永續發展為一個抽象的觀念，對組織成員是生疏的，對於顧客也是新穎的。故此，落實永續就如同在模稜兩可的狀況下溝通。設計者(企業)需要在導入過程中摸索前行，受眾(顧客)也會憑空揣測。兩者皆面臨對此陌生事物的意會。不幸的是，意會往往造成誤會，導致投入永續轉型的企業被誤解為「漂綠」，只做表面工夫的企業卻被推崇。企業不僅在推動永續時遭遇制度上的阻礙，成員也會因於誤解而難以落實永續。本研究檢視一項新推出的電動車充電站(NHOA.TCC)服務，分析車主於顧客旅程中對充電站所產生的意會。本文分析設計者(企業)與受眾(車主)對「永續物件」的認知，以及探索兩者可能產生的意會衝突。學理貢獻上，本研究分析設計者與受眾之間的認知，以解釋雙方如何意會以永續為主題的服務設計。從充電站中找出觸發意會的物件，探索設計者與受眾之間存在哪些截然不同的感知，藉以浮現兩者間的意會衝突。於永續文獻，本研究指出永續意會不只有正負面的議題，負面意會的背後存在顧客的各種想像，因此需探索意會的內容。此外，歸納 永續意會的三種特性，以及意會衝突的三種類型，藉以分析意會形成誤會的多種樣貌。實務啟發上，分析意會衝突可以協助設計者反思服務採納過程中的相容性議題。化解衝突，永續發展的方案才不至於造成南轅北轍的期望，也才能發揮四兩撥千斤的成效。企業也能體認到，永續的服務設計不能只關注技術性的旅程繪製，更需使受眾產生合宜的觀感，讓永續的理念得以具體落實。本研究指出，理解認知衝突後便可以重新研擬引導 意會的方式，化解思維上的衝突。企業便能重新設計顧客旅程，將相斥引導為相吸，將漂綠的誤會轉化為永續的體會。

Confronting the global trend of Net Zero transformation, sustainability development has become imperative for enterprises. However, sustainability development is still an abstract concept, unfamiliar to both organizational members and customers. Therefore, the realization of sustainability becomes a means of communication in ambiguous conditions. Designers (enterprises) have to learn the rope in the implementation process, while audiences (customers) are engaged in the guesswork regarding sustainability. Both have to make sense of this unknown subject. Unfortunately, sensemaking often leads to misunderstanding, and thereby devoted enterprises often are mistaken for ‘greenwash’ and companies merely paying lip services are held in high esteem. Enterprises not only encounter institutional barriers when promoting sustainability, but members also face difficulties in realizing sustainability due to misconceptions. This research examines a new service of electronic car charging stations service (NHOA.TCC) and analyzes how car owners make sense of charging station during the customer journey. Theoretically, this thesis examines the cognition of enterprises (designers) and car owners (audiences) to explain the sensemaking of both parties regarding sustainability-based service design. This requires identifying the triggering objects within the charging station to explore the difference in perceptions of both parties and highlight any incongruence in their sensemaking. In the literature on sustainability, this research highlights that sustainable sensemaking extends beyond positive and negative aspects, encompassing a range of customer perceptions and imaginations. As a result, it is crucial to delve into the specifics of this sensemaking. Moreover, the study identifies three key characteristics of sustainable sensemaking and explores three types of sensemaking conflicts, aiming to analyze the various forms of misunderstandings that can arise due to differing perspectives. Practically, analyzing sensemaking incongruence can help designers to reflect on the incompatibility issue within the service adoption process. By resolving this incongruence, sustainability initiatives would not cause the polar opposite of expectation but rather leverage for better performance. Enterprises would also appreciate that sustainability-oriented service design should not pay sole attention to the technical aspect of journey mapping, but need to offer services that align with customers’ appropriate perception, realizing the goal of sustainability. This study suggests that, when such cognitive conflicts were apprehended, designers could redirect users’ sensemaking and neutralize conceptual incongruence. As such, enterprises may redesign customer journeys and turn repulsion into attraction, and transform the misperception of greenwash into a genuine appreciation for sustainability.

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