| Summary: | 碩士 === 國立中正大學 === 行銷管理研究所 === 103 === Some studies show that consumers will distinguish products which are high environmentally friendly or low environmentally friendly from green marks, images or colors. In addition to green marks, images and colors, we may wonder whether the fragrance of products will become an important reference when consumers buy products. If the fragrance of products will be a reference when consumers buy products, which fragrance will make consumers feel high environmentally friendly and which will make consumers feel low environmentally friendly?
This study applies three experiments to examine the usage amounts of the high environmentally friendly fragrance and low environmentally friendly fragrance, and examine the results whether it will be affected by color of product or the shape of product.
The first experiment examines whether the consumer infer the product which is high environmentally friendly or not based on the fragrance of product. We found that people would use more usage amounts on high environmentally friendly fragranced product. In experiment 2, we added color to fragranced product and examined whether color will influence usage amounts. The results showed that participants would use the most usage amounts on both high environmentally friendly color and high environmentally friendly fragrance. Also, we found people used more usage amounts on colored cleaning supplies than colorless one. In experiment 3, we changed the shape of fragranced products. One is emulsion shape and the other is liquid shape, then we found people would use more usage amounts on liquid shape than emulsion shape.
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