Eco-voice of consumer (VOC) on QFD

In ecodesign research, considering consumer´s needs is essential to increase consumer´s purchase of ecoproduct and consumer´s cognition on them. To achieve sustainable consumption by both meeting consumer´s needs and giving environmental friendliness on ecoproduct, product-specific environmental aspects should be extracted from conventional Voice Of Consumers (VOCs) and used for effective green marketing strategy. Based on this idea, eco-VOC extraction process and a simplified QFDE process were proposed in this research. For a case study, a hair dryer was selected as a reference product, and an actual survey was performed to extract consumers VOCs. With those VOCs, a single step QFDE was implemented and key parts are identified. Based on the QFDE matrix, ecodesign and green marketing ideas are generated. These are the ideas based on consumer VOCs. Thus, they meet the consumer´s basic needs, and consequently they are strongly expected to promote ecoproducts to the market.