Exploring the Inclination of LOHAS Conceptin Taiwanese Consumers

• Main Authors: Yu-Fong Huang, 黃玉鳳
• Other Authors: Kim C. K. Lee
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/46219046996844065692

碩士 === 朝陽科技大學 === 工業設計系碩士班 === 98 === LOHAS is a rising wave of lifestyle. It was emerged from people’sreflections against the phenomenon of mass-production and mass-consuming inthe last century. The concept of LOHAS is that neither countries, companies, nor people can keep on looking for self-benefitsolely;everyone must continuously seek for environment-friendlier, healthier and more sustainable ways of their life. Shortly since the emergence of this lifestyle in the 80’s, it had been very popular in Europe, Japan and US, and soon became a prevalent lifestyle. Although it had just begun for a few years in Taiwan, LOHAS had also become a hot topic. The main purpose of this research is to explore Taiwanese consumers understandings on the meaning of LOHAS, their LOHAS behavior inclination, and their acceptance of LOHAS products, and to explore the correlations between the four consumer characteristics, including their demographic variables and their three LOHAS characteristics that mentioned above. This research collects information by survey and use SPSS for statistic analysis. The main conclusion is that: Most Taiwanese people heard of LOHAS, but in lack of clear understanding in its meaning. This can be the reason of the many conflicts shown by answering positive to idea-oriented questions, while answering negative to behavior-oriented questions, indicating that they sometimes are not doing what they say. Therefore, our government, media and companies must take the responsibility to educate consumers and advocate LOHAS concept harder to make it truly become our way of life.