Attractive Factors of Environment-Friendly Daily Necessities

Abstract

Going green is increasingly important to the market. The present research indicates that functional and emotional factors can achieve the best-perceived effects when choosing an environment-friendly product. Therefore, this study aims to gather these attractive factors from high-involvement groups by using Miryoku engineering. First, we capture the factors through the Evaluation Grid Method and use Quantification Theory Type I for quantitative analysis. Then, generalize four feelings about environment-friendly products, namely “Assured,” “Responsible,” “Safe,” and “Comfortable.” We also define a linear dimension with short-, normal-, and far-sight for locating attractive factors and feelings. The result shows that high-involvement groups are more concerned about the long-term impacts of “Responsible” feelings, while low-involvement groups focus more on the obvious benefits of “Responsible” and “Safe” feelings. Moreover, the emphasis on natural ingredients is necessary for achieving “Assured” and “Comfortable” feelings for both the high- and low-involvement groups.