Pretty Makes Green! The Influences of Aesthetic on Consumer Green Behavior

• Main Authors: Sin-Yu,Lin, 林信宇
• Other Authors: Chyi Jaw
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/7yy578

碩士 === 國立雲林科技大學 === 企業管理系 === 106 === Life aesthetics and aesthetic experience are people’s feelings beauty. They vary according to their subjective values and social and cultural standards. The value of beauty is changing at any time. Through the characteristics of people seeking new changes, they will continue to create aesthetic values. The aesthetic impression of a product will affect people's reaction to the appearance of the product. Aesthetic products also transmit different aesthetic experiences directly or indirectly to the general public. In this study, three studies were conducted using the experimental design methods to investigate different sense of beauty of the product might affect consumers’ green behavior. Exploring how different sense of beauty affects consumers' willingness to purchase under different usage scenarios. Through the results of Study 1, it was found that consumers will discard less if the aesthetic appearance of a product is high. Then, through Study 2, it is proved that if the aesthetic appearance of a product is high, consumers will increase their willingness to reuse the product. It was found in this study that using high-aesthetic products will conduce positive emotions to consumers, which they may want to use less or preserve high-aesthetic products to avoid increasing negative emotions. Therefore, when a product seems high-aesthetic, consumers will discard less and increase the willingness to reuse the product. Finally, in Study 3, it was discussed when green products with different sense of beauty are used in different situations, they will affect consumers’ willingness of purchasing. Using high-aesthetic green products in public will increase consumers’ willingness of purchasing. Using low-aesthetic green products in private situations will also increase consumers' willingness of purchasing. Therefore, companies must consider how consumers use the product when setting marketing strategies for products.