Research on Green Consumption Based on Visual Evaluation Method—Evidence from Stone Flooring Industry

Abstract

Blind consumption discovered in the real application of flooring does not produce the visually anticipated impression, leading to additional time costs and stone flooring waste. Consumers cannot clearly articulate their visual imaging needs when purchasing stone flooring. Due to consumers’ lack of understanding of the visual imagery style of decorative stone flooring, manufacturers are unable to produce more visual styles of stone flooring in response to consumer demand, which leads to an unorganized production process and the wasting of stone resources. Additionally, manufacturers are unable to receive feedback on market demand, which makes communication links between sales teams difficult. A total of 40 adjectives were considered the most appropriate in a pool of 110 adjectives for the visual imagery evaluation of stone after ten interior design professionals with experience in decorative stone applications had narrowed the selection. Following this, a general consumer semantic difference method questionnaire survey and questionnaire data factor analysis statistics were used to create 10 sets of visual imagery adjectives for marble flooring, which were then divided into 10 different types of marble flooring. Following the computer simulation drawing with the 10 groups of visual imagery adjectives design questionnaire, the consumers completed the visual imagery evaluation questionnaire survey. They received a 304-question valid questionnaire, and using the triangular fuzzy number operation in fuzzy theory, they arrived at 10 marble floors in the visual imagery evaluation score. In order to clarify the current consumer demand for stone floor imagery, the high sales volume of stone flooring on the market for visual style division, which can guide consumers according to their visual needs for an efficient choice, can enhance the efficiency of communication between consumers and sellers. It can also help enterprises clarify the market consumer demand for orderly production to achieve the purpose of green consumption and to ensure the sustainable development of the decorative stone flooring market.