Ô nhiễm do Sử dụng Trước đó: Các Chiến lược Thiết kế và Tiếp thị Sản phẩm Chăm sóc Cá nhân Đã Tân Trang

Springer Science and Business Media LLC - Tập 3 - Trang 1077-1098 - 2022
Theresa S. Wallner1, Senna Snel1, Lise Magnier1, Ruth Mugge1
1Faculty of Industrial Design Engineering, Department of Design, Organization and Strategy, Delft University of Technology, Delft, the Netherlands

Tóm tắt

Việc tân trang là một chiến lược tuần hoàn hiệu quả nhằm kéo dài tuổi thọ của sản phẩm. Tuy nhiên, các sản phẩm chăm sóc cá nhân đã tân trang và đã được sử dụng nhiều gây cảm giác không thoải mái cho người tiêu dùng vì chúng được cho là bị ô nhiễm. Trong 15 cuộc phỏng vấn sâu trực tuyến với những người phụ nữ sử dụng thiết bị ánh sáng xung cường độ cao (IPL) sống ở Hà Lan, chúng tôi đã khám phá lý do tại sao người tiêu dùng có lo ngại về ô nhiễm liên quan đến thiết bị IPL và đề xuất các chiến lược để giảm bớt những lo ngại này. Những người tham gia cảm thấy rằng các sản phẩm chăm sóc cá nhân đã tân trang với dấu hiệu hao mòn là một lựa chọn rủi ro hơn và kỳ vọng rằng thiết bị sẽ gặp trục trặc, có tuổi thọ ngắn hơn và sẽ bị ô nhiễm do việc sử dụng trước đó. Dựa trên vị trí và mức độ hao mòn, người tham gia đã suy diễn về cách mà người dùng trước đã xử lý thiết bị. Trong khi hao mòn nhẹ chỉ ra việc sử dụng bình thường, hao mòn nặng được diễn giải như dấu hiệu của việc xử lý kém từ người dùng trước. Để giữ sản phẩm chăm sóc cá nhân đã tân trang ở giá trị cao nhất, chúng tôi đề xuất năm chiến lược thiết kế nhằm giảm thiểu lo ngại về ô nhiễm bằng cách thiết kế một sản phẩm có mùi hương và vẻ ngoài sạch sẽ sau nhiều chu kỳ sử dụng: (1) sử dụng màu sắc gợi nhớ đến vệ sinh, (2) làm cho dấu hiệu hao mòn ít dễ thấy hơn, (3) sử dụng các vật liệu mịn (dễ làm sạch), (4) giảm thiểu số lượng đường ghép trong sản phẩm, và (5) mang lại cho các sản phẩm tân trang một mùi hương sạch. Đối với các sản phẩm chăm sóc cá nhân đã tân trang với dấu hiệu hao mòn không thể loại bỏ, chúng tôi đề xuất giảm bớt lo ngại về ô nhiễm của người tiêu dùng bằng các chiến lược tiếp thị, chẳng hạn như nâng cao hình ảnh thương hiệu tốt, cung cấp các sản phẩm đã tân trang với giá thấp hơn, bảo hành mở rộng, và nhấn mạnh các cuộc kiểm tra và tiêu chuẩn từ chuyên gia trong quá trình tân trang.

Từ khóa


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