Establishing a reward mechanism based on Quality Function Deployment in sustainable consumer service design

Sustainable actions have emerged as crucial components for the functioning of modern society and businesses. Sustainable consumption has recently become one of the focuses to promote, but due to ingrained buying habits, brand loyalty, and price discrepancies, there is still a lack of actual purchase intention and support. To enhance consumers' willingness to engage in sustainable consumption, it is essential to leverage the psychology of human rewards pursuit, establishing the reward mechanism to resonate with consumers. Additionally, applying Quality Function Deployment (QFD) to transform qualitative factors into quantitative data, and using surveys to capture actual consumer experiences to design reward systems that align with consumer preferences objectively. The article explores how the insights gained from psychology and QFD can inform the service design of sustainable consumption processes. Stimulating consumers with rewarding experiences, it can encourage them to modify their lifestyles and purchasing decisions, ultimately fostering a shift towards more sustainable choices.