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Affective Attachment to Ecological Consumer Products
( Alma Maria Jennifer A. Gutierrez ),( Rosemary R. Seva ) 한국감성과학회 2014 춘계학술대회 Vol.2014 No.-
There is an increase in the environmental conscience of consumers which results in the increased demand for green products an observation that a number of companies have taken advantage of by offering green products and services (Chan, 1999; J. Ottman, 1992; Peattie & Ratnayaka, 1992; Salzman, 1991; Vandermerwe & Oliff, 1990). The last decade has witnessed a drastic change in consumer preferences towards green products with the emergence of green consumers provoking market method for environmentally friendly organizations and new product innovations Ottman (1993). Integrating emotions into product has become a strategy for most manufacturers. As Marzano (1998) stated products have personality and can delight, infuriate and empower the consumer. This study aims to investigate the affective attachment of consumers to ecological products specifically on consumer based products. Aside from this, it wants to determine the type of emotions elicited by these kinds of consumer products. Buying eco products can elicit emotion in consumers. They elicit different kinds of emotional responses. These are normally positive responses making people attracted to these products and end up buying them (Schifferstein & Desmet, 2010).
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