目的 基于阶段变化理论，提出一个可解释和引导消费者践行可持续消费的理论框架，以优化消费者在新零售中的消费行为，帮助消费者在合理高效消费的同时提升生活质量。方法 通过文献梳理，深入地回顾了可持续消费、可持续消费行为及阶段变化理论的缘起、概念与内涵。通过引入阶段变化理论，构造了可持续消费行为阶段变化理论框架，系统地阐明了可持续消费行为何时(When)、何如(How)和为何(What)形成与转变。经过服务设计实践，利用调研方法和服务蓝图等工具，发现新零售中不可持续的消费障碍。结果 提出可持续消费行为阶段变化理论框架，针对障碍集中的行为阶段设计干预方案，确立积极地影响消费者践行可持续消费的方法。结论 研究不仅为实现可持续消费的“知行合一”提供了理论保障，而且为服务设计创建引导可持续消费行为的干预方案，提供了策略参考与案例借鉴。

A theoretical framework that could explain and guide consumers to practice sustainable consumption was proposed based on the stage of change theory with the aim to optimize consumers' consumption behavior for new retail and help consumers to improve their quality of life while consuming rationally and efficiently. An in-depth review of the origin, concept, connotation of sustainable consumption, sustainable consumption behavior, and stage of change theory through a literature review. By introducing the stage of change theory, this paper constructs the framework of sustainable consumption behaviors based on the theory, which systematically expounds when, how, and what sustainable consumption behavior is formed and changed. After the practice of service design, the obstacles to sustainable consumption in new retail were found using investigation methods and service blueprint. The proposal of the framework for sustainable consumption behaviors is based on the stage of change theory. Intervention programs were designed for the stage of action where obstacles were concentrated, in order to find out ways to positively influence consumers to practice sustainable consumption. This research not only provides a theoretical guarantee for achieving the sustainable consumption with the “knowledge as action”, but also offers strategic references and case studies for creating intervention programs to guide sustainable consumption in service design.