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Investigating Customer Perceptions of Sustainable Design Features to Drive Purchasing Decisions for Sustainable Products.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Investigating Customer Perceptions of Sustainable Design Features to Drive Purchasing Decisions for Sustainable Products./
Author:	Dehaibi, Nasreddine El.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
Description:	226 p.
Notes:	Source: Dissertations Abstracts International, Volume: 83-06, Section: B.
Contained By:	Dissertations Abstracts International83-06B.
Subject:	Perceptions. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28827941
ISBN:	9798494461445

Investigating Customer Perceptions of Sustainable Design Features to Drive Purchasing Decisions for Sustainable Products.
Dehaibi, Nasreddine El.

Investigating Customer Perceptions of Sustainable Design Features to Drive Purchasing Decisions for Sustainable Products. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 226 p.

Source: Dissertations Abstracts International, Volume: 83-06, Section: B.

Thesis (Ph.D.)--Stanford University, 2021.

This item must not be sold to any third party vendors.

Fierce competition on e-commerce platforms challenges designers to create products that appeal to customers. In particular, this occurs with sustainable products where an apparent demand for sustainable products fails to translate into real purchasing decisions. When creating sustainable products, designers tend to prioritize engineered sustainability features while neglecting perceived sustainability features. Engineered sustainable features are often hidden, for example energy usage or manufacturing methods of a product. Customers therefore rely on visual and descriptive features that align with what they perceive is sustainable, although these features may not contribute to real engineered sustainability. For a sustainable product to be successful, it therefore needs to meet both engineered requirements and perceived requirements.To study the role of perceived sustainability on driving purchasing decisions, the work presented in this dissertation takes a multidisciplinary approach borrowing techniques from computer science, design, and marketing. First, a data-driven approach was used to extract features perceived as sustainable from online reviews using crowdsourced annotations and a natural language processing machine learning algorithm. Second, a novel collage design approach was developed to test the extracted features from online reviews in terms of how users identify the features as sustainable. Third, a shopping simulation was developed to validate how features perceived as sustainable can influence purchasing decisions of products when compared to dummy features.Chapter 2 presents a method for designers to extract features perceived as sustainable from online reviews. Annotators identified phrases in product reviews that were relevant to one of the three sustainability pillars - social, environmental, and economic - and rated the positive and negative sentiment in the phrases. A logistic classifier was then used to extract salient features perceived as sustainable from the annotations. The method was tested on 1500 reviews of French presses and the extracted features were compared to a life cycle analysis output. The findings demonstrated that a gap exists between perceived and engineered sustainability, highlighting the importance of understanding features perceived as sustainable and the value of the proposed method.Chapter 3 investigates validity metrics of highly qualitative text annotations. While external validity metrics, for example, precision, recall, and F1, are commonly used in computer science, internal validity metrics such as inter-rater reliability, are commonly used in design. The study tested four variations of Krippendorff's U-alpha using the annotations from Chapter 2 to compare internal validity metrics with external validity metrics. The results found that external validity metrics are more robust in the case of highly qualitative text annotations, providing insight for designers on best practices for assessing validity of highly qualitative annotations.Chapter 4 presents a novel design method using a collage to test extracted features perceived as sustainable. The collage consisted of two axes, sustainability, and likeability, where participants placed products and selected features from a dropdown menu according to how they perceived the products. Participants evaluated six French press on the three sustainability pillars - social, environmental, and economic - and on how much they like the products. In the dropdown menu, participants selected between features perceived as sustainable and features perceived as not sustainable. The results suggested that participants more often selected features perceived as sustainable for products they placed higher on the sustainability axis, validating that they identified those features as sustainable. Moreover, a significant but low correlation was measured between the placement of products on the sustainability and likeability axis, demonstrating the value of the collage tool to measure both dimensions separately.

ISBN: 9798494461445Subjects--Topical Terms:

3435328
Perceptions.
Subjects--Index Terms:

Customer perceptions

Investigating Customer Perceptions of Sustainable Design Features to Drive Purchasing Decisions for Sustainable Products.
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506 $a This item must not be sold to any third party vendors.
520 $a Fierce competition on e-commerce platforms challenges designers to create products that appeal to customers. In particular, this occurs with sustainable products where an apparent demand for sustainable products fails to translate into real purchasing decisions. When creating sustainable products, designers tend to prioritize engineered sustainability features while neglecting perceived sustainability features. Engineered sustainable features are often hidden, for example energy usage or manufacturing methods of a product. Customers therefore rely on visual and descriptive features that align with what they perceive is sustainable, although these features may not contribute to real engineered sustainability. For a sustainable product to be successful, it therefore needs to meet both engineered requirements and perceived requirements.To study the role of perceived sustainability on driving purchasing decisions, the work presented in this dissertation takes a multidisciplinary approach borrowing techniques from computer science, design, and marketing. First, a data-driven approach was used to extract features perceived as sustainable from online reviews using crowdsourced annotations and a natural language processing machine learning algorithm. Second, a novel collage design approach was developed to test the extracted features from online reviews in terms of how users identify the features as sustainable. Third, a shopping simulation was developed to validate how features perceived as sustainable can influence purchasing decisions of products when compared to dummy features.Chapter 2 presents a method for designers to extract features perceived as sustainable from online reviews. Annotators identified phrases in product reviews that were relevant to one of the three sustainability pillars - social, environmental, and economic - and rated the positive and negative sentiment in the phrases. A logistic classifier was then used to extract salient features perceived as sustainable from the annotations. The method was tested on 1500 reviews of French presses and the extracted features were compared to a life cycle analysis output. The findings demonstrated that a gap exists between perceived and engineered sustainability, highlighting the importance of understanding features perceived as sustainable and the value of the proposed method.Chapter 3 investigates validity metrics of highly qualitative text annotations. While external validity metrics, for example, precision, recall, and F1, are commonly used in computer science, internal validity metrics such as inter-rater reliability, are commonly used in design. The study tested four variations of Krippendorff's U-alpha using the annotations from Chapter 2 to compare internal validity metrics with external validity metrics. The results found that external validity metrics are more robust in the case of highly qualitative text annotations, providing insight for designers on best practices for assessing validity of highly qualitative annotations.Chapter 4 presents a novel design method using a collage to test extracted features perceived as sustainable. The collage consisted of two axes, sustainability, and likeability, where participants placed products and selected features from a dropdown menu according to how they perceived the products. Participants evaluated six French press on the three sustainability pillars - social, environmental, and economic - and on how much they like the products. In the dropdown menu, participants selected between features perceived as sustainable and features perceived as not sustainable. The results suggested that participants more often selected features perceived as sustainable for products they placed higher on the sustainability axis, validating that they identified those features as sustainable. Moreover, a significant but low correlation was measured between the placement of products on the sustainability and likeability axis, demonstrating the value of the collage tool to measure both dimensions separately.
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