塑膠生產與使用耗費資源、排放溫室氣體、產生大量廢棄物，已成為今日氣候變遷、能源轉型與環境保護的難題。儘管臺灣有許多減塑倡議，且政府從2002年便開始嘗試限塑政策，然而因塑膠「廉價、衛生、免洗」等特性，使得塑膠袋、一次性包材至今總使用量仍持平，有其頑強問題脈絡。面對此一難題，2019年時民間的主婦聯盟臺中分會曾在當地向上市場進行塑膠袋減量的社會實驗方案，本研究透過轉型理論中以社會方案為主軸的策略利基管理途徑，加以認識及檢視。我們經過深度訪談及觀察，分析方案行動者初始如何形成實驗網絡、彼此學習、形成一致期望，再如何借重中介者、支援者及尋求店家們支持，試圖讓塑膠袋減量行為從傳統市場擴及社區。本研究認為這項在民有零售市場中「從零到一」的實驗，打開民眾參與治理的網絡，然而這項轉型實驗方案難以持續，無法撼動體制。不過，這方案已累積許多轉型實作經驗，應值學習，且未來可與其他減塑創新方案整合搭配。此外，本文也指出過往的政府減塑治理較少觸及傳統市場而集中在公有市場，我們建議政府應將公民社會和民有傳統市場的潛力納入考量，共同助推減塑。

The production and use of plastic, which consumes a lot of resources, emits greenhouse gases, and generates a vast amount of waste, has become a persistent problem for climate change, energy transition, and environmental protection today. Although there are many plastic reduction initiatives and the Taiwan government has been implementing plastic restriction policies since 2002, the characteristics of plastic such as “cheap, hygienic, and disposable” within the Taiwan context, have made the total use of plastic bags and disposable packaging materials remain equal. Facing this persistent problem, this study drew on the concept of strategic niche management, which focuses on social solution in transition studies, and took Homemakers United Foundation Taichung's one-month plastic reduction campaign in the Taichung Xiang-Shang market in 2019 as a case study. Through interviews and field observations in the market, we analyzed how a major actor forms its experimental network, learns from each other, develops a consistent expectation, and draws support from the vendors to extend its campaign from a traditional market to neighboring communities. This study argues that this “zero to one” experiment in the privately-owned traditional wet market has opened up a network of governance citizens could take part in but unsustainable to disrupt the regime. However, a lot of practical experience for transition accumulated in the campaign is worth learning by and integrated with other programs in the future. Besides, we also point out the governmental plastic reduction governance has seldom touched the traditional market and has concentrated on the public wet market in the past. We suggest that the government should take the potential of civil society and the private traditional market into account to nudge plastic reduction.