綠色產品成功商品化設計之研究

A Study of Successful Commercialized Design on Green Products

杜瑞澤 ； 張孟哲

《藝術學報》 75期 (2004/12) Pp. 87-104

https://doi.org/10.6793/JNTCA.200412.0087

摘要

過去綠色產品的設計研究與開發，雖已漸漸具有相當的成果，然而許多廠商仍未能深入意識到綠色產品所能帶來的具體效益，加上消費者的綠色消費與認知仍然嫌不足且消極，致使今日綠色產品無法成功行銷與消費。因此本研究根據過去綠色產品設計開發的研究成果及既有的技術基礎下，透過對綠色消費與綠色行銷進行研究和剖析，期望找出更具未來性與實用性的綠色產品成功商品化之設計要素。本研究針對消費者綠色消費之價值觀與態度以及使用需求進行調查，研究分析結果發現，消費者較喜歡容易上手、知名或熟悉的產品，在消費決策上容易受廣告以及產品形象影響，對產品使用價值程度遠高過於環保訴求的考量，以及較喜好可抽換式的機構設計等，這些所分析出來的消費者意見與看法正是現今綠色產品所欠缺的條件，同時也反應了綠色產品成功商品化的重要關鍵之設計要素。本研究結果除了提供具體的綠色產品設計引導與檢核工具外，更提醒產品設計研發人員當格外重視消費者的產品價值觀、態度與使用需求，唯有如此，才能使綠色產品符合未來環境化考量的商品發展趨勢，更提昇成為國際市場中更具有競爭力的成功商品。

關鍵字

綠色消費 ； 綠色行銷 ； 綠色產品 ； 商品化設計

並列摘要

There were some contributions on design research and product development for green products during the past time. But, most manufacturers still cannot realize that green products will bring solid profits and benefit until now. In addition, consumers can't sense the important values of green products. As a result, the green products do not succeed in consumption and marketing field. Therefore, based on the finished contributions and skills of green product design and development, this study tries to establish visible and usable design factors for green design implementation through the research and analysis of green consumption and marketing. After conducted under the consideration of consumers' needs and attitude about green products, this study found that people like familiar or easier products and they are easily affected by advertising and product image when making consumption decision. Furthermore, consumers consider product using values more than environmental requirements. They also prefer changeable structure design on products. After all, this study shows the key factors of successful commercialized design for green products established by the analysis of consumers' opinions. As a result, the commercialized green design proves the practical advantages on the changes of product design. This paper contributes not only to provide guidance and checking tool of green product design but also to point out the importance of practical values, attitudes and consumers' needs for industrial product designer. Therefore, green products can fit both environmental consideration and commodity development trend and become strong competitive products in international markets.

並列關鍵字

Green consumption ； Green marketing ； Green products ； Commercialized design