| Summary: | 碩士 === 大葉大學 === 設計暨藝術學院碩士班 === 97 === On behalf of environmental protection, “The green advocates” or “The green approval” becomes the mainstream culture gradually from the edge subject. Therefore, there are more and more people are pursuing an environmental life style which is more naturalism such as: Lohas and Slowness …etc. The value of this is base on the Green Life Attitude to start with and it discloses of seeking the Simple Esthetics’ creative thinking and following the natural environment life concept and this concept of course represents on Green Consumption. However, following by changing of the M-Shape society, multi values, lifestyle and awake of consumer’s self-awareness are greatly changing people’s consumption behavior. It is a great change to segment the target consumers not simply determine by their age, gender and income like used to be. In the era of the well-know brand overflowing and particularly grooming, MUJI which bases on simple, nature and business continuity develops its own style successfully by its originality and as a result of its environmental products of philosophy of life also accompany with a great deal of green business profit.
According to this, the study is based on the fundamental theories of Environmental Life Style and Green Consumption and further develops the conceptual research structure and survey. Taking the proposed product, MUJI, for example, the study discusses the consumers’ point of views and consumption attitude when they are utilizing the Environmental Protection Life Product, MUJI. In addition, the study is also to detect the consumers’ knowledge to Life Product, MUJI, and the consumption attitude to the level of the product’s consumer’s effect. Hopefully, the research is able to find the more suitable environmental protection green products based on the consumption needs and values so that the purchase of green products can be increased.
First of all, this research releases 100 copies of the questionnaire at the Taichung branches of MUJI.tw Co., Ltd. We apply the “Factor Analysis” and “One -Way ANOVA” to categorize the target users, and acquire the connection between values and perception of environmental consumption. This result of the research demonstrates that the factors of “environmental sense”, “healthy sense” and “aggregative sense” have positive effect for “material demand” and “appearance demand”. Therefore, sustainable products reveal the positive influence to the perception of consumer. According to this result, we are able to realize the sustainable products which possess deep thinking of design and innovation provide positive effect for promoting client merit and consumer awareness.
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