- 學位論文
Does Environmentally Friendly Product Really Work? The Impact of Fragrance on Usage Amounts.
Does Environmentally Friendly Product Really Work? The Impact of Fragrance on Usage Amounts.
摘要
過去的研究指出消費者會藉由環保標章、圖片、產品顏色來判斷產品環保與否。除了以上這些線索之外，是否香味也會是一個重要的因素當消費者在判斷產品環保與否?如果香味是一個消費者判斷產品環保與否的線索，那甚麼樣的味道是高環保的什麼樣的味道是低環保的? 本篇研究主要利用三個實驗來探討香味與使用量之間的關係，接著檢驗使用量是否會被產品顏色和產品型態影響。第一個研究探討香味與產品使用量之間的關係，我們發現在使用具有高環保感覺香味的產品時，消費者會使用較多使用量。在實驗二，我們改變產品的顏色，接著探討使用量是否受到產品顏色影響。我們發現消費者在使用具有顏色的清潔用品會使用較多的使用量大於無色的清潔劑。最後，在實驗三我們改變產品的型態，第一種為膏狀清潔劑，第二種為液態的清潔劑，結果我們發現消費者偏好使用較多的使用量在液態清潔劑上。
關鍵字
無資料並列摘要
Some studies show that consumers will distinguish products which are high environmentally friendly or low environmentally friendly from green marks, images or colors. In addition to green marks, images and colors, we may wonder whether the fragrance of products will become an important reference when consumers buy products. If the fragrance of products will be a reference when consumers buy products, which fragrance will make consumers feel high environmentally friendly and which will make consumers feel low environmentally friendly? This study applies three experiments to examine the usage amounts of the high environmentally friendly fragrance and low environmentally friendly fragrance, and examine the results whether it will be affected by color of product or the shape of product. The first experiment examines whether the consumer infer the product which is high environmentally friendly or not based on the fragrance of product. We found that people would use more usage amounts on high environmentally friendly fragranced product. In experiment 2, we added color to fragranced product and examined whether color will influence usage amounts. The results showed that participants would use the most usage amounts on both high environmentally friendly color and high environmentally friendly fragrance. Also, we found people used more usage amounts on colored cleaning supplies than colorless one. In experiment 3, we changed the shape of fragranced products. One is emulsion shape and the other is liquid shape, then we found people would use more usage amounts on liquid shape than emulsion shape.