Application of Product Design to Social Marketing ─Environmental Protection Issues as an example

• Main Authors: Tian-Tian Wang, 王恬恬
• Other Authors: Wen-Dih Yeh
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/22tmcg

碩士 === 國立臺北科技大學 === 創新設計研究所 === 98 === In this paper, the researchers would like to explore the active role that product design could play within the context of social marketing in which the social and ethical responsibilities for the welfare of people are emphasized. Taking tissue box as an example, with the social marketing purpose of decreasing the amount of tissue paper usage for environmental protection, three tissue box designs adopting "cognition-direct command mode", "behavior-operation mode", and "affection-metaphor mode" respectively are proposed. There weare thirty-six subjects participated in the experiment of three-days use of designed tissue boxs. The meaning that the users interpreted from the tissue box designs and users’ cognitive, affective, and behavioral transformation of environmental protection are compared to see the role that product design could be an effective tool for social service in social marketing. The results showed: (1) The designed tissue boxes can result in the subjects’ cognitive, affective, and behavioral transformation of environmental protection after the three-days use of tissue boxes experiment as long as the subjects can successufly decode the obvious meaning and the metaphorical meaning encoded in the designed tissue boxex. Therefore, product design could be an effective tool for social service in social marketing. (2) The "cognition-direct command mode" tissue box is the most effective tool for social service of enhancing the environment protection consciousness while being compared with the "behavior-operation mode", and "affection-metaphor mode" tissue boxes. The percentages of the subjects that can successfully decode the obvious meaning and the metaphorical meaning encoded in the designed tissue boxex are (100%，100%)；(100%，16.7%)；(75%，83.3%) respectively. (3) When the group of the subjects who are with "high attention to the amount of their tissue paper usage" use the "cognition-direct command mode" tissue box would make a significantly high degree of cognitive, and affectiv transformation of environmental protection than use the other two designed tissue boxex.