IMPLICATIONS OF DESIGN INNOVATION AND DESIGN EXPERIENCE ON CUSTOMER VALUE

Kyeong Kook Jang,Sang Jin Kim,Sung Hwan Yeo,Kyung Hoon Kim 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Supply and demand patterns have dynamically changed in recent years due to the increased global competition. Firms have selected quality and price as competition components and have accomplished corporate innovation in order to achieve competitive advantage. Innovation has been recognized as the way to enhance corporate competitiveness and to continuously grow in churning global competition (Homburg, Schwemmle, & Kuehnl, 2015; Moon, Miller, & Kim, 2013). Although innovation becomes a common means to improve a firm’s performance, it has the limitation of achieving a firm’s strategic goal as a long-term strategy. Thus, firms need to have more fine-grained strategies to survive in dynamically changing business environment, such as design innovation (Moon et al., 2015). For example, Apple has produced its products (e.g., iPhone, iPod and iPad) focusing on innovative product design to influence consumer purchase intention. Design can lead to a distinct competitive advantage (Bolch, 1995). Furthermore, product design can be used by firms to create amd enhance brand recognition, as well as to increase firms’ value (Mozota, 2002). Brand experience positively influences customer satisfaction and brand loyalty (Brakus, Schmitt, & Zarantonello, 2009). Thus, we assume that design experience and product innovation have a positive effect on consumers’ purchase behavior and customer value. However, while the importance of design innovation is recognized, it is not easy to apply the design innovation to marketing due to the lack of relevant research in the field. In fact, relevant research on the influence of innovative new product design and design experience on customer value is scarce. Therefore, the purpose of this study is to investigate how brand experiences and innovative product design affect customer value. Successful innovation is accomplished by identifying customer needs first and developing innovative products to satisfy their needs (Hauser et al., 2006). Design is seen as the core of innovation and the moment when a new object is conceived of, devised, and shaped in a prototype form (Landwehr, Wentzel, & Herrmann, 2013). Verganti (2008) studies the concept of user-centered design, which describes how companies can use design to improve their relationships with users and develop a better understanding of user needs. In this research, design innovation has three dimensions: aesthetic attributes, feature attributes, and emotional attributes. First, aesthetic attributes focus on the product design itself. The aesthetic appearance of a product has a large bearing on its potential market share (Liu, 2003). Second, feature attributes focus on the product features and functional aspects that are required to satisfy customer needs. Feature attributes enable performance that can give results in the operating process (Crawford & Di Benedetto, 2007). Third, emotional attributes focus on consumers’ feeling when they purchase a new product to satisfy their needs. Emotional attributes are generated by consumers’ experience when they purchase a new product in the store. The more the product design satisfies customer's emotional needs, the more customers’ attention is attracted to the purchase of a product (Mokarian, 2007). A product satisfying the aesthetic, feature, and emotional attributes through design innovation provides a new experience to customers (Desmet & Hekkert, 2007). A consumer’s purchase decision making is affected by both direct and indirect experience of using the product and the function of product (Brakus, Schmitt, & Zarantonello, 2009). Therefore, a designer comes to design the product, taking an interest in the experience that the product gives besides its shape and function. Product experiences occur when a customer interacts with the product ? for example, when customers search for, examine, and evaluate products (Hoch, 2002). The product experience can be direct, i.e. when there is physical contact with the product (Hoch & Ha 1986) or indirect, i.e. when a product is presented virtually or in an advertisement (Hoch & Ha 1986; Kempf and Smith 1998). Brand experience can be split into four dimensions (sensory, affective, intellectual, and behavioral), which are differentially evoked by various brands (Brakus, Schmitt, & Zarantonello, 2009). According to previous studies, these four experience dimensions (sensory, affective, intellectual, and behavioral experience dimensions) have an effect on customer satisfaction and customer loyalty. Customer value can be defined as the trade-off between the benefits and sacrifices as a customer purchases a product or service from a supplier (Ulaga & Chacour, 2001). Ulaga and Chacour presented three dimensions of customer value: product-related components, service-related components, and promotion-related components. The researchers argued that customer value could be an important strategic marketing tool to clarify a firm's proposition to customers. Product-related components are intrinsic product characteristics. Product quality is a key factor of relationship value (Ulaga, 2003). Customer value consists of product value and service value. Customer value can be enhanced by quality, diversity, payment, and service quality and decreased by price, convenience, and risk (Jarvenpaa & Todd, 2003). Service-related components include all aspects of service associated with the product. Various service components play an important role in differentiating a supplier's offering (Narus & Anderson, 1996). Promotion-related components include all items used to promote the product to the customer. For all purchasing processes, it is necessary to assess the perceived customer value, such as service quality and promotional quality (Qualls & Rosa, 1995). In the present study, we conducted a research survey with 300 subjects and analyzed the data. In order to test the reliability of questionnaire, Cronbach's alpha was used. In order to test the validity, an exploratory factor analysis was conducted. Measurement was made for 3 variables, i.e. design innovation, design experience, and customer value. Three variables (aesthetical attributes, feature attributes, and emotional attributes) were used for design innovation. Three types of attributes were introduced for a mobile phone design innovation. Four dimensions (sensory, affective, intellectual, behavioral) were measured using a technical design experience and a humanistic design experience. Three variables (product-related customer value, service-related customer value, and promotion-related customer value) were employed for customer value. The results of the analyses demonstrate that design innovation has a positive effect on design experience, while design experience has a positive effect on customer value. Aesthetic attributes of design innovation have a positive effect on technical design experience and humanistic design experience. Feature attributes have a positive effect on the technical design experience and the humanistic design experience. Emotional attributes have an effect on the technical design experience and the humanistic design experience. The technical design experience has a positive effect on product-related customer value, service-related customer value, and promotion-related customer value. The humanistic design experience has a positive effect on product-related customer value, service-related customer value and promotion-related customer value. This study will make it possible to empirically examine how customer's experience in design innovation affects customer value. Our results will provide a theoretical foundation for examining a relationship between variables regarding how design innovation influences customer value through design experience. It is intended to give a direction as to the design innovation of firms by clarifying and presenting antecedent factors having an effect that design innovation produces on customer value. The results of the present study will inspire designers to design in consideration of design experience. Finally, our study will provide marketers with guidelines as to how design experience can influence customer satisfaction and loyalty.

혁신 제품의 개념 정의를 통한 제품디자인 구성요소별 개발 방향에 관한 연구

오승호 ( Oh Seung Ho ) 한국상품문화디자인학회 2023 상품문화디자인학연구 Vol.72 No.-

제품의 기능, 디자인 등이 상향평준화 되어가는 시장 환경 속에서 기업들에게 혁신은 기업의 생존을 위한 절대적이고 궁극적인 목표가 되었다. 그러나 기업 내부에서조차 제품, 제품디자인에서의 혁신은 무엇이고 어떤 것인지에 대한 개념 정립이 부족하여 혁신 제품디자인 개발을 위한 명확한 개발 방향의 설정이 어려운 상황이다. 본 연구에서는 가전, IT 등의 제품디자인 분야에서 혁신 제품의 개념을 재정의하고 혁신 제품디자인 개발을 위해 실질적 활용이 가능한 구체적인 디자인 개발방향의 제안을 연구의 목적으로 하였다. 이를 위해, 선행연구 및 ICT, 가전 중심의 기술트렌드 키워드 추출, 제품디자인 사례 등을 통해 혁신 제품의 개념을 정의하였다. 제품디자인 관련 전문가 대상의 표적집단인터뷰(FGI)를 통해 제정의한 혁신제품의 개념을 확인하였으며 본 연구의 논지(論旨)에 대한 전문가의 정성적 근거를 제시하고 혁신 제품디자인 개발을 위한 필요사항, 현재 개발 프로세스에서의 문제점 및 개선사항 등을 도출하였다. 혁신 제품디자인 개발을 위해 제품디자인 구성요소를 제품의 외관 요소, CMF 요소, 사용성 요소 등으로 재분류하여 활용방안, 발굴 및 적용방안 등을 제시하였으며 이와 함께, 혁신 제품디자인 개발을 위한 요소별 개발 방향을 연구자의 제품디자인 개발사례를 통해 연구의 결론으로 함께 제안하였다. Innovation has become an absolute and ultimate goal for companies to survive in a market environment where product function and design are being upgraded. However, even within the company, there is no definition of the concept of innovation in product and product design, making it difficult to set a clear development direction in the development of innovative product design. The purpose of this study was to clearly define innovative and innovative product designs in product design fields such as home appliances and IT, and to propose specific and practical ways to develop innovative product design. To this end, the concept of innovation from the theoretical perspective used in various fields was first identified, and the concept of innovative product design from the near future technological perspective was redefined through ICT, home appliance-oriented technology and product trend. Concepts and needs of innovative product design, problems and improvements in the current development process were derived through FGI, and product design elements were reclassified into style element, CMF element such as product color and, material, and usability element were proposed. In addition, the direction of development for each element for the development of innovative product design was proposed as a conclusion of the study through the researcher's product design development cases.

PAST EXPERIENCES OR NEW CREATIVE IDEAS? EXPLORING THE CONNOTATIONS OF PRODUCT AESTHETICS TO GAIN NEW MARKET SHARE

Jingyi Sun 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction For a long time, firms have been improving product function, performance, price-performance ratio (hereinafter uniformly referred to as functional aspects of product design), and product appearance. Nevertheless, the current market situation is that many products in the same category are similar in quality, price and appearance. Product homogeneity leads to excess supply, and this situation is objectively long-standing. For consumers, positive emotions often play a key role in their purchase decisions. Yet, when most products seem to be similar, it is difficult to evoke more positive emotions of consumers to increase their willingness to pay. This paper shows that besides product appearance and functional aspects of product design, the connotations of product aesthetics should also be focused. In other words, aesthetic aspects of product design should include both product appearance and connotations. Connotations, as deep meaning inside product aesthetics, can evoke either consumers’ memories of the past or imagination of new creative ideas, or both (e.g., Starry night umbrella by MoMA Design Store, Sakura Masking Tape by Bande). Although the contents of memory recall or imagination might differ across consumers, positive emotions evoked in that process will increase willingness to pay. A new conceptual model is proposed in this paper, which shows that functional aspects, product appearance, and the connotations of product aesthetics could cause different psychological activities, and positive emotions evoked in those processes can enhance willingness to pay. When most products tend to be similar, the connotations of product aesthetics could be a promising area for firms today to make their products distinctive and increase their market share. Product Design and Consumer Emotions (1) Elements of Product Design Product design is considered as the set of properties of a product, including both functional and aesthetic aspects (e.g., Homburg, Schwemmle, & Kuehnl, 2015; Jindal, Sarangee, Echambadi, & Lee, 2016; Luchs & Swan, 2011). Functional aspects of product design consist of function, performance, and price-performance ratio. Aesthetic aspects mainly refer to product appearance, consisting of visual elements such as color, shape, and material. (2) Relationship between Product Design and Consumer Emotions Previous research shows that functional aspects of product design could evoke positive emotions like satisfaction, and aesthetic aspects could please our senses and make us feel delight (e.g., Bloch 1995; Chitturi, Raghunathan, & Mahajan, 2008). Furthermore, Norman (2004) points out that emotional factors can be the key to the success of product design. If a product could evoke consumers’ positive emotions, those emotions would arouse willingness to pay. If not, consumers might not have the desire to buy it. The Connotations of Product Aesthetics Evoking Positive Emotions of Consumers As Barnard (2005) suggests, as the deep level of meaning, connotations refer to one’s feelings or thoughts caused by a design. This paper proposes that the connotations in product aesthetics could either remind consumers of their past experiences or trigger their imagination to think about new creative ideas, or both. Emotional resonance could be achieved and finally facilitate purchase behaviors. In our daily lives, there are many products that have not only beautiful appearances but also the connotations of product aesthetics. For instance, Starry Night Umbrella by MoMA Design Store (Figure 1). MoMA Design Store released an umbrella patterned with stars, the moon and the sky that swirl, which reminds consumers of the masterpiece The Starry Night (1889) by Vincent Van Gogh. When encountering this umbrella, consumers who love the works of Van Gogh will have positive emotions and a strong desire to buy it. Cherry Blossom Masking Tape by Bande (Figure 2). Bande, a Japanese masking tape brand, launched a masking tape with sakura (cherry blossom in Japanese) petals design. Its real-like floral design can remind consumers of spring or their own stories with cherry blossom and trigger their imagination to come up with lots of creative ideas such as using it to decorate their diaries, laptops, furniture, and so on. Besides the original function of tapes, the connotations inside product aesthetics could encourage consumers to think creatively and feel happy. A Conceptual Model of Product Design, Positive Emotions, and Market Share This paper proposes a conceptual model (Figure 3), showing that different aspects of product design can evoke consumer emotions and those positive emotions have a positive effect on willingness to pay. First, functional aspects of product design are very important. Consumers compare function, performance, and price-performance ratio among many products, which is considered as a process of rational thinking. Products with high qualities and affordable prices can make consumers feel satisfied. Positive emotions (E1) evoked by functional aspects can enhance the willingness to pay and bring firms market share (S1). Then, on the bases of functional aspects, firms use different colors, shapes, and materials to make product appearance attractive. Sophisticated appearances of products can please the senses of consumers and evoke positive emotions (E2). That could increase their desires to buy and bring more market share (S2) for firms. Nevertheless, these two parts are what most firms can do today. To make products distinctive, firms should add connotations into aesthetic aspects of product design, which can trigger consumers’ memory recall of their past experiences or their imagination of new creative ideas, or both. Although the contents of recall and imagination are different across consumer, the arousal of positive emotions (E3) will enhance willingness to pay and finally bring new market share (S3). Thus, two equations derived are as follows: Positive Emotions = E1+E2+E3 Market share =S1+S2+S3 If firms take all these aspects of product design into consideration, their products will evoke consumers’ positive emotions adequately to increase willingness to pay, and help firms occupy more market share from fierce market competition. General Discussions On the market today, lots of products have beautiful appearances and seem to be similar in functional aspects of product design. To make products distinctive, this paper considers that firms should also attach importance to the connotations of product aesthetics. The connotations will remind consumers of their past experiences or let them imagine new creative ideas, or both. Positive emotions evoked during that process increase willingness to pay. That is a promising area for firms today to gain more consumers and new market share. Since the connotations of product aesthetics could be influenced by factors such as age and culture, it is important for marketers to investigate and analyze consumers’ understandings of aesthetics from different ages and cultures, then feed it back to designers to help them design successful products in the future.

제너레이티브 디자인의 제품디자인 활용에 관한 실증적 연구

나한범,김원섭 한국디자인학회 2022 디자인학연구 Vol.35 No.2

Background Generative design is attracting attention as it can solve a design goal by adding the designer's sense and sensibility to the objective result generated based on the design goal, and as an alternative to the convergence process that can receive help in generating the structure and modeling by the algorithm. However, despite the interest of many designers in generative design, there are no precise guidelines on how to conceive, develop, and express generative product design, which causes many difficulties in utilizing generative design. Therefore, this study finds out how to utilize generative design through a product design development project. Methods First, as a research method,the study conducted prior research on modeling, exploration, and ideas for product design development and derived implications related to product design and modeling ideas. Second, study examined the modeling and structural application examples of products and parts using generative design and investigated methods that can be utilized in product design. Third, carried out a product design development project using generative design for students majoring in product (industrial) design and junior designers and analyzed the use and process of generative design. Fourth, through an interview with the participating designers, the study derived the generative design method of plan and possibility in Product design process. Results The study showed the possibility of using an objective result that meets the generative design goals and the applicability in product design with creative and new modeling that goes beyond human imagination. However, several attempts were conducted to extract the design and structure intended by the designer, and it was sometimes difficult to derive a meaningful product shape while developing the design without understanding the principle, thus suggesting the necessity of a guideline. Conclusions Although the existing product designs were developed based on image research or a designer's sensibility or sense, they were meaningful as product designs based on generative design, which derives a formative and structure differentiated from the existing ones through various options and adds the sensibility of the designer. It is expected that guidelines presented in the future on how to apply options of generative design, using the basic functions of products, will be effectively used in generative product design.

A Study on Cultural Product Design Preferences in the Guangxi Region Based on Hofstede’s Cultural Dimensions

Liu, Jun(유군),Lee, Min(이민) 한국전시산업융합연구원 2024 한국과학예술융합학회 Vol.42 No.2

This study began by exploring the importance of local culture in the context of globalization and local cultural integration. The purpose of this study is to explore cultural product design preferences in Guangxi and to open up new perspectives for its cultural product development and industrial development. Therefore, this paper analyzes product design preferences in the cultural dimension through Hofstedes theory of cultural dimensions and literature studies and constructs a product design model in the cultural dimension. The model reveals Guangxis cultural product design preferences for the 2021 China Top 100 cultural products. Finally, an attempt was made to develop a scale for internal regions of China to test and confirm the design preferences of Guangxi cultural products, and the results are as follows: First, Guangxi cultural product designs tend to display large and prominent patterns. Second, there is a preference for complex and diversified design series. Third, the preference for sharp colors and hard line designs. Fourth, design is highly concerned with safety. Fifth, pay more attention to quality. Sixth, pay more attention to the design of the service. Based on these findings, it is recommended that when developing and designing Guangxi products, such as artwork, decorative paintings, and clothing, symbolic elements should be amplified and highlighted, and bright contrasting colors and hard lines should be used to appeal to the eye, as well as retaining cultural and aesthetic preferences. For childrens toys and outdoor products, diversified ranges of products should be developed, and emphasis should be placed on safe materials and safety designs. For tourism souvenirs and customized products, service and after-sales service should be highlighted to meet customers cultural value preferences.

레트로 디자인(retro-design)이 하이테크 제품에 대한 태도 및 구매 의도에 미치는 효과: 인지된 새로움의 매개효과를 중심으로

이지은 ( Lee Jee Eun ),김승은 ( Kim Seung-eun Sonia ),이유석 ( Lee Youseok ) 한국소비자학회 2017 소비자학연구 Vol.28 No.5

본 연구에서는 과거 제품에 사용되었던 디자인을 차용하는 레트로 디자인이 하이테크 제품에 사용되는 것이 하이테크 제품에 대한 소비자의 태도, 그리고 구매 의도에 어떠한 영향을 미치는지를 살펴보았다. 레트로 디자인은 정의상 과거와 관련이 깊은 반면 하이테크 제품은 최신 기술을 바탕으로 만들어졌기에 레트로 디자인과 하이테크 제품의 결합은 다소 역설적이다. 따라서, 하이테크 제품에 일반적으로 많이 쓰이는 현대적 디자인을 사용할 때와 레트로 디자인을 사용할 때 소비자들이 제품에 대해서 가지는 태도나 구매 의도가 달라질 수 있다. 본 연구에서는 특히, 이러한 차이를 인지된 새로움의 매개효과에 집중하여 규명하고자 하였다. 이를 위해 총 두 개의 실험을 실시하였다. 실험 1은 제품 디자인(현대적 디자인 vs. 레트로 디자인)이 하이테크 제품에 대한 소비자의 태도 및 구매 의도에 미치는 효과를 검증하기 위해 진행되었다. 분석 결과, 레트로 디자인일 때 현대적 디자인일 때보다 소비자들의 제품에 대한 태도가 긍정적이었으며 구매 의도가 높았다. 또한, 본 효과는 제품의 인지된 새로움에 의해 완전 매개되었다. 실험 2에서는 레트로 디자인의 효과가 소비자의 노스탤지어 성향에 따라 어떻게 조절되는지 확인하였다. 분석 결과, 소비자의 노스탤지어 성향이 약할 때, 소비자의 노스탤지어 성향이 강할 때보다 제품 디자인이 제품 태도 및 구매 의도에 미치는 영향이 강했다. 즉, 노스탤지어 성향이 약한 소비자들이 레트로 디자인일 때 제품에 대해 더욱 긍정적인 태도를 가지며 더욱 높은 구매 의도를 가졌다. 이 조절효과 역시 실험 1과 마찬가지로 제품의 인지된 새로움에 의해 완전 매개되었다. 결과적으로, 본 연구에서는 하이테크 제품의 경우, 현대적 디자인일 때에 비해 레트로 디자인일 때 소비자의 제품에 대한 태도가 긍정적이며 구매 의도가 높다는 것을 확인할 수 있었다. 나아가, 이러한 효과는 제품의 인지된 새로움에 의해 매개된다는 것을 알 수 있었다. 즉, 하이테크 제품에 레트로 디자인이 사용되었을 때 제품이 더욱 새롭게 인지되어 제품에 대한 태도와 구매 의도가 보다 긍정적으로 나타났다. 또한, 노스탤지어 성향에 따라 레트로 디자인의 효과의 크기가 달라진다는 것 역시 검증되었다. 본 연구의 결과들은 제품 디자인으로서 레트로 디자인이 소비자들의 제품 인식에 미치는 영향을 이해하는 데에 기여할 수 있으며, 하이테크 제품의 판매에 있어 제품의 레트로 디자인이 미치는 영향을 확인하는 데에 실무적인 시사점을 제시해 준다. In this study we have examined how the usage of a retro-design, or the application of an old-fashioned design to products used today, on high-technology products affects consumer attitude and consumer purchase behavior towards the product. The combination of a retro- design, which is more associated with the past, and a high-technology product, which is more associated with the present or future, seems to be quite paradoxical. Thus, what kind of attitude consumers have and their intention for purchase towards the product can vary whether the high-technology product has a commonly used modern design or a retro-design. Particularly in this study, we aim to investigate the variation of product attitude and purchase intention by focusing on the mediating effect of perceived newness of the product. For this purpose, we have conducted two separate experiments. Experiment 1 was conducted in order to provide evidence that product design(modern design vs. retro-design) affects the product attitude and purchase intention of consumers towards a high-technology product. Results showed that consumers expressed more positive attitudes and higher purchase intentions when the high-technology product had a retro-design compared to a modern design. Moreover, the effect was completely mediated by the perceived newness of the product. In experiment 2, we examined how the effect of retro-design was moderated by the nostalgia proneness of the consumer. Results stated that the effect of retro-design on consumer product attitude and purchase intention was stronger when consumers had a weaker nostalgia proneness compared to a stronger nostalgia proneness. Specifically, consumers with a weaker nostalgia proneness had a more positive attitude and stronger purchase intention towards a high-technology product when it has a retro-design. This moderation was completely mediated by the perceived newness of the product, as in experiment 1. In conclusion, the study shows that, in the case of high-technology products, consumer product attitude is more positive and purchase intention is higher when the product is a retro- design. When a high-technology product has a retro-design, it is perceived as newer, which thereby affects the product attitude and purchase intention of consumers. This study contributes to the understanding of how a retro-design affects consumer perception, and has managerial implications in identifying the effect of retro product design on high-technology product purchase behavior.

업사이클링 제품디자인에 나타나는 특성 - 소재와 기법 및 제품사례중심으로 -

차임선 ( Im-sun Cha ),한정임 ( Jung-im Han ) 한국디자인트렌드학회 2016 한국디자인포럼 Vol.53 No.-

연구배경 전 세계적으로 환경오염과 자연 고갈에 대한 위기의식이 부각되면서 버려지는 쓰레기들로 야기되는 환경오염을 줄이는 방법과 리사이클링되는 방법에 대한 연구가 주목받기 시작하였다. 본 연구는 이러한 시대적 흐름에 부합하여 단순한 리사이클링에서 기능적, 심미적으로 한 단계 높은 차원인 업사이클링 디자인에 대한 고찰이다. 업사이클링 제품디자인에 나타나는 소재와 기법의 특성과 제품디자인에 대한 사례연구를 통하여 업사이클링 제품디자인에 대한 구체적인 이해와 고부가 가치를 지닌 제품 개발에 필요한 이론적인 자료와 그 문제점을 제시하고자 한다. 연구방법 업사이클링 디자인의 이론적 고찰과 업사이클링 제품디자인에 나타나는 특성인 소재와 기법에 대한 연구는 여러 선행연구 및 서적과 관련 문헌자료를 수집하였고, 제품사례연구는 업사이클링 제품디자인 사이트에서 볼 수 있는 2005년 이후의 외국 디자이너들의 제품을 중심으로 고찰하였다. 연구결과 연구 결과는 첫째, 단순히 재료가 가지는 가치만을 재활용이나 재사용하는 다운 사이클의 개념이 아니라 환경에 대한 재투자와 버려진 폐기물에 대한 디자인 요소를 더하여 제품에 새로운 가치를 창출하는 업사이클링디자인에 대한 관심이 커지고 있다. 둘째, 업사이클링 제품디자인에 사용한 소재에는 일반적으로 종이, 섬유, 가죽, 비닐, 타이류, 나무, 유리, 금속 등이 많이 사용되었으며, 점차 재활용되는 소재의 영역이 확대되고 있다. 셋째, 업사이클링 제품디자인에 사용한 기법에는 패치워크, 플레이팅, 위빙, 니팅과 크로쉐, 꼴라쥬 기법 등 주로 수공예적인 요소가 강한 기법들이 많이 사용되었다. 넷째, 업사이클링 제품디자인 사례연구를 통하여 내구성이 강한 재활용된 서로 다른 소재들의 결합과 위빙, 크로쉐, 패치워크, 플레이팅 등의 섬세한 기술을 요하는 수공예적인 기법의 사용으로 희소성과 독창성이 돋보였다고 할 수 있다. 결론 업사이클링 제품 디자인의 연구를 통하여 자원의 활용도를 높이기 위하여 새로운 소재의 개발과 제작 비용저감 및 기존의 공예기법뿐 만 아니라 독특한 기법들을 연구함으로써 업사이클링의 디자인제품을 고부가 가치 산업으로 발전시킬 수 있다고 할 수 있다. Background As the worldwide attention the urgency of the environmental pollution and depletion of natural wasted began receiving attention for research on how to reduce the environmental pollution caused by the waste and recycling methods. This study is consistent with a study on the flow of these contemporary one step higher level of upcycling designs into functional, aesthetic from simple recycling. Through a case study on the characteristics of the materials and techniques that appear in the upcycling product design, we propose a theoretical data and the problem needed to develop products with high added value and a firm grasp on upcycling product design. Methods Research on the upcycling Theoretical analysis and characterization of materials and techniques that appear in the upcycling products designs were collecting relevant literature and several previous studies and books, products, case studies since 2005 can be seen in upcycling products design site in. It was discussed mainly the product of foreign designers. Result Results First, simply growing interest in upcycling design to create new value to the product by adding design elements for reinvestment and abandoned waste to not concepts environment of the down cycle that only recycling or reuse value with the material. Second, the material used in the product design upcycling in general in paper, textile, leather, vinyl, Thailand Chapter, wood, glass, metal, etc. has been widely used, the area of materials recycling which has been gradually expanded. Third, the design techniques used in the product has been used up cycling a lot of patchwork, plating, weaving, knitting and Black Chevron, mainly handicraft techniques such as collage elements have a strong technique. Fourth, the combination of different materials with durable recycled through the upcycling product design case study and weaving, knitting, crochet, patchwork, plating was a use scarcity and originality of handicraft techniques that require sophisticated technology stand out, such as can do. Conclusion Upcycling the utilization of resources through a study of the product design to enhance the development of new material and not just lowering costs and production of traditional craft techniques. By studying the unique techniques upcycling the design of high value-added industries can develop.

정보화 시대의 디자인 경영에 있어 품질경쟁력에 의한 제품디자인의 파급효과

임채숙(Chae Suk Lim) 한국디자인문화학회 2010 한국디자인문화학회지 Vol.16 No.4

정보화 시대 하에서 디자인 패러다임의 변화에 따라, 제품디자인은 프로세스 경영의 전략적 수단으로서 상품의 개발 및 판매에 이르는 각 기능(제품개발, 제품디자인, 생산, 마케팅, 판매 등)을 통합 및 조정하는 역할, 즉 디자인 경영을 담당함으로써 기업의 목표 달성에 크게 기여하고 있다. 이러한 추세를 바탕으로, 본 연구의 목적은 품질 경쟁력에 의한 제품디자인의 파급효과를 실증적으로 분석함으로써, 제품디자인의 자리매김과 기능적 역할을 규명하고자 함이다. 연구방법으로는 기존의 연구모형들을 조사·분석하였고, 조사된 설문조사 결과를 통계분석을 하여 추출된 측정변수들을 기초로 품질경쟁력과 제품디자인이 포함된 본 연구의 인과모형을 설정하였다. 설정된 인과모형을 바탕으로, 제품디자인의 자리매김(positioning)을 하기 위하여 제품디자인과 각 변수들(제품신뢰성, 품질경쟁력, 시장경쟁력, 고객만족도, 고객충성도)과의 관계를 분석하고, 제품디자인의 기능적 역할을 규명하기 위하여 품질경쟁력의 파급효과와 제품디자인의 파급효과에 관한 가설검정을 각각 실시하였다. 본 연구의 결과로서, 품질경쟁력은 제품디자인과 고객만족도에 매우 큰 영향을 미치며, 고객만족도는 고객충성도에 긍정적인 영향을 미치는 반면에, 제품디자인은 고객만족도와 고객충성도에 각각 직접적인 영향을 미치지 않는다. 또한, 제품디자인은 품질경쟁력에, 품질경쟁력은 고객만족도에, 고객만족도는 고객충성도에 영향을 미치는 인과관계를 확인하였다. 이는 제품디자인이 품질경쟁력으로부터 영향을 받는 것이 아니라, 오히려 품질경쟁력에 영향을 줌으로써 간접적으로 고객만족도에 영향을 끼치고, 이것은 다시 고객충성도를 높인다는 사실을 도출할 수 있다. In information age, according to a paradigm shift in the field of design, product design largely contributes to achieving corporate`s objective by playing the role of an integrator and a coordinator, as Design Management, for each function(product development, product design, production, marketing, sales, etc.) of the development and sale of products as a strategic tool of processing management. Based on these trends, this study is an attempt to analyse the effect of product design by quality competitiveness empirically and to analyse the positioning and functions of product design. For the methodology of this study, existing study models are analysed and the results of the survey are analysed statistically to extract measured variables. Based on these variables, The causal model of this study is established which includes quality competitiveness and product design. In this causal model, to analyse the positioning of product design, relationship between product design and variables(reliability of product, quality competitiveness, market competitiveness, customer satisfaction and customer loyalty) are analysed. Then, each of hypotheses about a effect of quality competitiveness and product design is tested to analyse the functions of product design. The results of this empirical study are that quality competitiveness much affects product design and customer satisfaction and customer satisfaction affects customer loyalty. Whereas product design does not affect customer satisfaction and customer loyalty directly. Also, this study has deducted product design affects quality competitiveness, quality competitiveness affects customer satisfaction, and customer satisfaction affects customer loyalty. Based on this analysis, this study presented product design does not affected by quality competitiveness but affects quality competitiveness, thereby it affects customer satisfaction indirectly and improves customer loyalty.

친근함과 독특함: 소비자의 디자인 선호와 구매 의도에 영향을 미치는 디자인 특성

김선우 ( Kim Sunwoo ),이지현 ( Lee Jihyun ) 한국소비자학회 2018 소비자학연구 Vol.29 No.1

본 연구는 제품이 갖는 쾌락적-실용적 속성의 정도에 따라, 제품 디자인이 친근한 디자인에서 독특한 디자인으로 변화할 때 소비자의 디자인 선호와 제품 구매 의도에 어떠한 변화가 발생하는지 살펴보았다. 자료의 수집을 위해, 쾌락적 속성이 강한 패션 제품 중 하나인 T셔츠와 실용적 속성이 강한 주방 제품 중 하나인 토스터기를 자극물로 하는 설문을 시행하였고, 제품 디자인의 친근하고 독특한 정도에 따라 소비자의 디자인 선호와 구매 의도에 어떠한 차이가 있는지 단일 요인이 반복 측정된 이요인 분산 분석을 통해 비교 검증 하였다. 그 결과, T셔츠와 토스터기 모두에서 제품 디자인의 친근한-독특한 정도에 따라 소비자의 디자인 선호와 구매 의도에 유의미한 변화가 있었으나, 제품의 종류에 따라 그 양상에 차이가 있었다. T셔츠의 경우, 제품 디자인이 독특해질수록 소비자의 디자인 선호가 증가하였으나, 제품 구매 의도는 감소하였다. 이러한 결과는 패션 제품과 같이 쾌락적 속성이 강한 제품에서 독특한 제품 디자인이 소비자의 디자인 선호를 증대시킬 수는 있으나, 항상 소비자의 구매로 연결되는 것이 아님을 반증하는 것이다. 이와는 반대로 토스터기의 경우, 소비자는 독특한 디자인보다 친근한 디자인에 대해 보다 높은 디자인 선호와 구매 의도를 보였다. 이러한 결과는 제품의 기능적 특성이 중요한 실용적 제품의 경우 친근한 디자인에 대한 소비자의 디자인 선호가 높으며 이러한 선호가 구매로 연결될 수 있음을 나타낸다. 본 연구는 소비재 제품의 특징을 제품의 속성에 따라 쾌락적-실용적 제품으로 구분하고, 제품 속성에 따라 어떠한 디자인 전략이 필요한지 살펴보았다. 본 연구 결과를 통해, 소비재 기업의 제품 디자인 전략의 방향 제시 및 매출 증대를 위한 전략 도출이 가능하리라 생각한다. This study investigated the influence of product design (familiarity vs. novelty) and product type (utilitarian product vs. hodonic product) on consumers’ design preference and purchase intention. Basically, both familiar and novel design attributes improve consumers’ design preference by inducing their aesthetic pleasure. However, this study anticipated that this influence would vary depending on the hedonic-utilitarian attributes of the product. On the basis of this assumption, this study collected data through a questionnaire with T-shirts, which is a fashion product with strong hedonic attributes, and toasters, which is a kitchen appliance with strong utilitarian attributes, as its stimuli. Through the collected data, we examined how consumers’ design preference and purchase intention differ according to familiarity and novelty in product design. Prior to the main investigation, a pre-test was conducted to develop research stimuli for T-shirts and toasters. The pre-test consisted of a total of four stages, and as a result, five-step stimuli with familiar design-ordinary design-novel design were developed. In order to investigate the design preference and purchase intention of the stimuli, an online survey was administered to 117 people in their 20s. The collected data was analyzed applying SPSS for Windows. We conducted two two-factor ANOVAs with repeated measurement on one factor with product type as an independent variable (utilitarian product vs. hedonic product), and design preference and purchase intention according to the change of the design attribute (from very familiar design to very novel design) as a repeated measurement variable, respectively. The LSD test was added to confirm the statistical significance of the repeated measured values according to the change of the design attribute. The results of the ANOVA analyses are as follows. In both the stimuli of T-shirts and toasters, consumers’ design preference and purchase intention significantly changed depending on familiarity and novelty of product design. However, the pattern of change varied according to the type of product. In the case of T-shirts (hedonic product), consumers’ design preference increased as the product design became more novel, but their purchase intention decreased. These results imply that a novel product design can improve consumers’ preference for a design, but a novel product design is not always connected to their purchase in the case of products having strong hedonic attributes such as fashion products. In the case of toasters, consumers’ design preference was the highest for ordinary design compared to a familiar or novel design, and the pattern of purchase intention was similar to that of design preference. These results illustrate that consumers’ preference for an ordinary design is the highest compared to familiar or novel designs for utilitarian products where the functional characteristics of products are important like kitchen appliances, and such preferences can lead to their purchase. In consumer goods markets where the differentiation of product quality is difficult due to recent technological improvements, design competitiveness is a crucial factor for determining companies’ survival. However, previous studies on which designs are desirable to consumers have not been sufficiently executed. This study identified what kinds of design strategies are effective for hedonic and utilitarian products. The results of this study could contribute to deriving the direction of product design strategies in consumer goods companies.

순환경제를 위한 ‘지속가능한 제품 설계’ 활성화 연구

조지혜,김영희,신동원 한국환경연구원 2022 기본연구보고서 Vol.2022 No.-

Ⅰ. 서 론 1. 연구의 배경 □ 순환경제는 기존의 선형경제에 대비되는 개념으로, 제품을 생산하고 소비하는 과정에서 자원 사용과 폐기물 발생을 최소화하고, 생산 패턴 및 소비 행동 변화 등을 통해 제품의 수명과 가치를 최대한 지속시키는 경제 시스템임 ㅇ 제품 생산 단계부터 소비, 폐기물 관리, 재생에 이르기까지 각 밸류체인 간 연결고리를 생성하여 자원이 원활하게 순환하는 체계를 만드는 것이 순환경제의 핵심임 □ 순환경제로 전환해 나가기 위해서는 이미 발생한 폐기물의 사후관리에서 더 나아가 제품의 전주기로 확장하여 자원이용 효율성과 순환성을 고려해야 함 ㅇ 특히, 제품과 관련한 환경영향의 80% 이상이 ‘설계’ 단계에서부터 결정되는 것으로 보고되는 만큼 제품 사용의 지속가능성과 수리용이성을 높이고, 폐기 이후의 순환이 용성을 높여 나가는 것이 중요함 □ 제품 기획 시부터 사용 단계(소비)와 폐기 이후 단계(재제조·재활용 등)의 자원 순환성을 고려하여 ‘지속가능한 제품 설계’를 활성화해 나가는 것이 중요함 ㅇ (기존) 유해물질 사용 저감, 에너지 효율성 제고, 재활용률 제고 → (확장) 자원순환성을 고려한 원료(脫플라스틱, 바이오소재, 재생원료 등), 재사용/재활용 등이 가능한 제품, 사용 단계의 수명을 고려하여 내구성 강화 및 수리 가능성을 고려한 제품 등 제품 서비스 영역을 포함 □ 이에 본 연구에서는 국내 순환경제 이행을 위해 원료 단계부터 폐기 및 재생 단계에 이르기까지 제품 설계 시 중점요소를 고려하도록 ‘지속가능한 제품 설계’를 위한 제도 개선방안을 제시하고자 함 ㅇ 현재 기업의 노력으로 재질·구조를 개선하여 개발한 우수제품에 대한 정책적 유인책이 미흡하며, 산업 측면에서 확산 정책이 필요함 ㅇ 또한 기존 제품의 개선 및 순환경제 비즈니스 모델에 적합한 친환경제품 개발을 위해 설계 방법을 유형화하고, 제품과 서비스를 연계하여 확산될 수 있는 제품 생태계를 조성해 나가야 함 2. 연구의 목적 □ 본 연구에서는 순환경제 이행 측면에서 ‘지속가능한 제품 설계’를 지원하고 촉진하기 위해 제품 설계 시 주요 요소를 도출하고, 사례 조사를 통해 제도 개선방안을 제시하고자 함 ㅇ 방향 설정: 자원순환성을 고려한 원료, 재사용/재활용 등이 가능한 제품, 내구성 강화 및 수리 가능성 고려, 소비자 및 수요자를 고려한 제품 설계(정보 제공) ㅇ 기업의 제품 재질·구조 개선 활동을 촉진하도록 기존의 순환이용성 평가, 전기·전자제품 재질·구조지침 등을 개선하고, 제도 간 연계방안을 검토하고자 함 ㅇ 녹색공공조달을 통한 친환경설계 제품에 대한 수요 확대, 제품 라벨링과 연계한 정보 제공, 우수 평가제품 및 기업에 대한 인센티브 제공, 기술혁신, 녹색금융 및 재정 투자, 기업 ESG(환경·사회·거버넌스)와 연계된 지속가능경영 지표 개선 등 시장 추진력을 동반한 지원정책을 제시하고자 함 - 지속가능한 제품 정책을 강화해 나감으로써 탄소중립 이행 및 순환경제 사회로의 전환을 가속화하는 데 기여하고자 함 Ⅱ. 국외 주요국의 ‘지속가능한 제품 설계’ 관련 순환경제 정책 및 추진 동향 분석 □ EU 등 국외 주요국의 ‘지속가능한 제품 설계’ 관련 순환경제 정책 동향 ㅇ (EU) 2001년, ‘EU 지속가능한 발전 전략’을 채택하면서 제품의 환경영향을 최소화하고자 통합제품정책(IPP: Integrated Product Policy)을 발표하였으며, 이는 세금·보조금 지원, 자발적 협약 유도 및 표준화, 녹색공공조달, 녹색기술, 유관 법률 제·개정을 주요 수단으로 설정함 - 유럽기후변화 프로그램(ECCP: European Climate Change Programme)과 통합제품정책(IPP)에 기초하여 에너지 효율성 증대를 목적으로 2005년 에너지 사용 제품(EuPs: Energy using Products)에 대한 에코디자인 지침이 제정됨. 이후 에너지 관련 제품(ErPs: Energy related Products)으로 대상 품목을 확대함 ㅇ 2015년에 발표된 『순환경제 행동계획(CEAP: Circular Economy Action Plan)』에서는 기존의 에너지 효율 중심으로 시행되던 에코디자인 지침에 자원 효율 항목을 추가할 것을 명시함. 이후 2016년 『에코디자인 워킹플랜(2016-2019)』에서 자원 효율을 반영한 이행규정 수립 계획이 마련됨 ㅇ 2019년 EU 그린 딜(Green Deal)의 후속조치로 2020년 3월 『순환경제 신행동계획(CEAP2: Circular Economy New Action Plan)』을 발표하면서 순환경제를 온실 가스 감축에 기여할 핵심 도구로 제시하였음. 또한 ‘지속가능한 제품 정책(SPP: Sustainable Product Policy)’을 강조하고, ‘지속가능한 제품 이니셔티브(SPI: Sustainable Product Initiative)’를 위한 입법 제안을 하겠다고 발표함 - 이는 기존 에코디자인 지침에서 규제대상의 범위와 내용을 확대한 새로운 법안이며, 제품 내구성, 재사용성, 업그레이드 및 수리가능성, 유해화학물질의 존재, 에너지 및 자원 효율, 재생원료 함유, 재활용 가능성, 자재 회수 가능성, 탄소 및 환경발자국 등 환경영향 등을 에코디자인 요구사항으로 제시함 - 또한 디지털 제품 여권(product passport)을 통해 제품의 지속가능성 및 친환경성정보를 제공하여 소비자가 이를 파악하여 제품을 선택하도록 지원함 ㅇ 이와 함께 3∼4년마다 『에코디자인 워킹플랜(working plan)』을 수립하여 산업계 및 이해관계자의 의견수렴 과정을 거쳐 규정 및 지침에 반영함(그림 3 참조) - 제품 전주기를 고려한 에코디자인(2009∼2011년) → 에너지 효율성을 고려한 에코디자인(2012∼2014년) → 내구성 및 수리·재사용·재활용 용이성을 고려한 에코디자인(2016∼2019년) → 제품의 수리 및 품질 표준화, 정보 제공을 고려한 에코디자인 및 에너지 라벨링(2020∼2024년) → 글로벌 정책 유도 방안, 유럽제품등록부(EPREL: European Product Registry for Energy Labelling)를 추가한 에코디자인 및 에너지 라벨링 워킹플랜(2022∼2024년) ㅇ (미국) ‘지속가능한 물질 관리(SMM: Sustainable Materials Management)’ 로드맵19)을 바탕으로, 환경영향이 적은 제품 구매를 촉진하는 종합 조달 가이드라인(CPG: Comprehensive Procurement Guideline)20)을 수립함 - (EPEAT 인증제도) 컴퓨터 및 디스플레이, 영상 장비, 텔레비전, 휴대폰, 서버, 태양광모듈 및 인버터, 네트워크 장비를 대상으로 각 품목별로 세부 항목을 점수화하여 만족하는 비율에 따라 금(Gold), 은(Silver), 동(Bronze)으로 등급을 부여함 - (제품 수리권) 뉴욕 주에서는 광범위한 전자제품을 대상으로 장비 제조업체가 OEM업체와 소비자에게 수리 도구, 부품, 수리 정보 등에 관한 정보를 제공해야 한다는 내용을 담은 「디지털공정수리법(Digital Fair Repair Act)」이 의회를 통과함 ㅇ (프랑스) 순환경제를 위한 친환경 소비를 유도하기 위해 제품 수리가능성 지수를 표기하도록 함. 이는 기술문서, 제품 분해, 예비 부품 가용성, 예비부품 가격, 하위기준 등 5가지 지표를 바탕으로 10점 만점으로 점수화하는 제도임 - 2021년 1월 1일부터 5가지 제품(스마트폰, 노트북, 텔레비전, 잔디 깎는 기계, 드럼 세탁기)에 적용하며, 2022년 11월 4일부터 4개의 새로운 제품 카테고리(세탁기, 식기세척기, 진공청소기, 고압청소기)에도 추가 적용할 예정임 ㅇ (일본) 「순환형사회형성추진기본법」을 중심으로 「자원유효이용촉진법」, 「가전리사이클법」 등이 시행 중이며, 환경배려설계를 규정함 - 『순환형사회형성추진기본계획』에서는 생산자로 하여금 자원과 에너지 이용 효율화를 고려하여 제품을 설계하도록 유도함 - 자원 절약·장수명화, 재사용 대책, 사업자 회수·리사이클, 분별 회수를 위한 표시 의무 등의 제품 대책과 산업폐기물 발생 억제·재활용의 부산물 대책으로 구분하여 3R 대책을 마련함 □ 국외 ‘지속가능한 제품 설계’ 관련 지원수단은 환경경영시스템(EMS) 국제표준, ESG 표준, 녹색금융을 비롯한 지속가능금융 정책 등이 있음 ㅇ ISO 14009(환경경영시스템 - 물질순환을 위한 설계 가이드라인)에서는 ① 제품·물질 유형 및 수량, ② 제품 수명 연장, ③ 제품, 부품 및 물질 회수를 위한 전과정 단계별 세부 전략을 제시함 ㅇ 기업의 지속가능경영을 지원하기 위해 ISO 26000(사회적 책임), GRI G4 가이드라인 등 국제 표준을 확립함. 또한 UNEP 금융이니셔티브(UNEP FI) 설립을 통해 순환 경제로 전환하는 데 필요한 자금 마련을 위한 ESG 투자, 녹색금융 등 지속가능금융을 제시함 ㅇ EU는 2021년 7월, 「지속가능한 경제로의 전환을 위한 자금 조달 전략(Strategy for Financing the Transition to a Sustainable Economy)」을 발표함. 이에 대한 후속조치로 2022년 3월, 유럽집행위 ‘지속가능한 금융 플랫폼(Platform on Sustainable Finance)’은 순환경제로의 전환을 포함하여 4가지 주요 목표에 초점을 맞춘 EU 분류법의 기술 심사 기준에 대한 권장 사항을 발표함 Ⅲ. 자원순환성을 고려한 제품 설계 관련 국내 정책 및 현안 분석 □ 「기후위기 대응을 위한 탄소중립·녹색성장 기본법」(이하, 탄소중립기본법), 「환경정책기본법」, 「자원순환기본법」 전부개정법률안(순환경제사회 전환 촉진법안) 등에서 ‘지속가능한 제품 설계’와 관련한 내용을 포함하고 있음 ㅇ 「탄소중립기본법」은 순환경제 활성화를 위해 자원 사용의 최소화, 원료 순환성 강화, 지속가능한 제품 기반 구축 등의 정부 시책을 수립·시행하고, 「환경정책기본법」은 사업자로 하여금 환경오염 예방 차원에서 제품 전과정의 환경오염을 최소화하도록 함 ㅇ 「자원순환기본법」 전부개정법률안은 순환경제 사회로 전환해 나가기 위해 제품의 전과정에 걸친 자원 및 에너지 효율, 순환이용성, 내구성, 탄소 배출 등의 환경영향에 대한 규정을 마련함 □ ‘지속가능한 제품 설계’와 관련성이 높은 국내 정책은 『제1차 자원순환기본계획』을 중심으로 제도화되었으며, 순환이용성 평가제도, 전기·전자제품 재질·구조 평가제도, 포장재 재질·구조 평가제도 등이 있음 ㅇ 『제1차 자원순환기본계획(2018-2027)』은 제품의 생산-소비-관리-재생 단계로 구분하여 단계별 세부과제를 제시하고 있으며, ① 재활용 저해 제품의 순환이용성 개선, ② 포장재, 전기·전자제품 등 자원순환형 생산 확산, ③ 자원순환형 소재·디자인 개발지원을 세부 이행계획으로 설정하고 있음 ㅇ 하지만 현재 기업의 노력으로 재질·구조를 개선하여 개발한 우수제품에 대한 정책적 유인책이 미흡한 실정임 - 제품 재질·구조 개선에 관한 기업의 노력 및 제품 친환경 특성이 소비자에게 인식되고, 해당 제품이 널리 보급·확산될 수 있도록 우수 평가제품 및 기업에 관한 정책적 인센티브 및 제도 설계가 필요함 - 공공조달 등 소비영역과 연계되지 못하며, 새로운 유형의 모델(대여, 재사용 등)을 반영하고 있지 않음 ㅇ 이를 위해서는 지속가능한 제품 설계의 개념, 중점요소, 방향, 목표 등의 전략을 담은 프레임워크를 우선 마련해야 함. 또한 현시점에서 순환이용성 평가제도 및 전기·전자 제품 재질·구조 개선지침 등 기존 제도를 재검토하고 개선할 필요가 있음 □ 자원순환성을 저해하는 설계 요소 등 산업계 설문조사 및 의견수렴을 진행한 결과, 해체 정보 부족, 소규모 재생원료 시장, 관련 전문가 및 교육 부재 등으로 나타남 ㅇ (제조사 의견) 대표적인 애로사항을 살펴보면, ① 재생원료 사용을 위한 자가 회수 시 비용·인프라 부족 문제, ② 재질·구조 개선 평가 항목의 세분화 필요(현행 항목은 평가자 역량에 따라 평가 결과에 영향을 줌), ③ 관련 전문가 및 교육을 찾기 어려움, ④ 시장에서 재생수지를 취급하는 업체를 찾는 데 어려움이 있음 ㅇ (재활용업체 의견) 재활용 촉진을 위해 제품 설계 시 고려되어야 할 사항으로 ① 분해용 공구 사용 최소화, ② 해체정보 공유(설계도면, 해체 방법), 접착제 사용 최소화, ③재질의 표기(부품 표면에 각인) 등을 제시함(표 1 참조) ㅇ (현장방문 및 사례 조사) 한국전자제품자원순환공제조합 및 재활용업체의 추천을 받아 전기차 배터리 및 평판디스플레이를 대표 제품 사례로 조사함 - 특히, 전기차 사용후 배터리의 경우 재사용 및 재활용을 위한 첫 단계인 배터리팩 해체에 어려움이 있으며, 수작업으로 진행되고 있어 시간과 인력이 많이 소요됨. 또한 단자 표기가 미흡해 방전시간이 오래 걸린다는 의견이 제시됨에 따라 배터리 설계 시부터 해체 용이성을 고려할 필요가 있음 □ 이와 함께 ‘지속가능한 제품 설계’를 유도해 나가기 위해서는 ESG 경영지표, 공공조달, 녹색금융 등과 연계하여 순환경제 활동을 하는 기업이 시장 우위를 선점할 수 있는 기반을 마련하여야 함 ㅇ (ESG) 매년 ESG 투자 규모가 증가하는 추세이며, 대기업을 중심으로 ESG 생태계가 조성 중임. 정부 차원에서 K-ESG 가이드라인이 마련38)되었으나, 세부 항목에 순환경제 요소가 담겨질 필요가 있음 ㅇ (녹색기업 펀딩) 순환경제 분야에서 폐기물 재사용, 재제조, 재활용 등의 분야에 직접 투자, 벤처캐피털 연계 투자 등의 지원 사업이 확장될 필요가 있음 Ⅳ. ‘지속가능한 제품 설계’ 활성화를 위한 제도 개선방안 □ 본 연구에서는 제품 기획 시부터 사용 단계와 폐기 이후 단계에서의 순환성을 고려하도록 ‘지속가능한 제품 설계’ 개념 및 방향성을 다음과 같이 설정하고자 함 ㅇ (개념) ‘지속가능한 제품 설계’: 제품 전주기에 걸쳐 부정적인 환경영향을 줄이기 위한 목적으로 설계 시 환경, 사회, 경제적 측면을 통합적으로 고려하는 접근방식이며, 기존 에코디자인을 순환경제 측면에서 확장한 개념임 ㅇ (방향성) 제품의 지속가능성 제고 및 자원 측면의 탄소발자국 감축과 함께 시장 인센티브(market incentive)를 통해 시장경쟁력을 확보하는 데 있음 - 지속가능성을 포함하는 제품 설계 프레임워크(framework) 개발 - 개별 제품 단위 → 제품(서비스 포함) 영역으로 대상 확대 - 단순 재설계 → 혁신으로 개념적·기술적 전환 - 생산 관점 → 생산·소비의 연계 관점으로 확대 - 기업의 개별 접근 → 사회적·시스템적 접근으로 전환 - 개별 제도의 분산적 운영 → 제도 간 연계성 및 통합성 강화 □ 우선 ‘지속가능한 제품 설계’ 프레임워크를 마련하여 방향과 목표를 명확히 제시할 필요가 있음 ㅇ 기존의 순환이용성 평가제도, 전기·전자제품 재질·구조 개선지침, 포장재 재질·구조 개선 등에 관한 기준 등 개별적인 평가제도보다 더 상위적, 통합적인 측면에서의 프레임워크를 수립하여 앞으로 ‘지속가능한 제품 설계’ 촉진을 위해 어떠한 방향으로 나아가야 할지, 어떠한 중점요소를 고려해야 할지 등의 가이드라인이 제시되어야 함 - 여기에는 기업의 순환경제 활동을 실질적으로 촉진하도록 자원효율등급제 도입, 녹색공공조달 및 K-ESG 가이드라인과 연계, 세제 지원, 녹색금융 지원, 인증제도 개편, 온실가스 감축분 산정 및 평가체계 마련, 그린워싱 방지를 위한 모니터링 등 다양한 지원정책이 포함되어야 할 것임 ㅇ (프레임워크) 환경, 사회, 경제적 관점에서 핵심요소 설정 - (환경) 온실가스 배출 최소화, 자원효율성 제고, 제품의 내구성, 수리성, 유지·보수, 업그레이드성, 재사용·재활용성 강화, 소비자의 수리할 권리 강화 등 - (사회) 제품의 안전 측면을 고려하여 제품-소비자 간 안전성 강화, 순환성을 저해하는 유해화학물질에 대한 제한 조치 등 - (경제) 신규 순환경제 비즈니스 모델로 전환하는 기업에 대한 지원을 통한 부가가치 창출 및 신산업 확대 고려 등 □ 친환경적으로 설계된 제품의 시장경쟁력 확보를 위한 수단으로 녹색공공조달 및 K-ESG 가이드라인과 연계, 세제 및 녹색금융 지원, 인증제도 개편, 온실가스 감축분산정 및 평가체계 마련 등 다양한 지원수단을 제시함 - 자원순환성 및 순환이용성 향상 기술·제품 개발 지원, 세제 지원 및 재정투자, 탄소발자국 감축 인정, 녹색공공조달의 강화 등을 관련 법률과의 정합성을 고려하여 제시 □ 친환경설계 제품에 관한 정확한 정보 제공 및 신뢰성 확보를 위해 그린워싱 방지를 위한 모니터링 방안, 소비자의 제품 수리권 강화 및 안전 보장, 디지털 기반 통계 이력 관리 및 추적, 소비자 및 재활용업자에게 정보 제공, 거버넌스 협의체 구성 및 운영, 신뢰성 향상을 위한 품질 표준화 등 측면에서 제시 Ⅰ. Background and Aims of Research 1. Background of the research □ The circular economy is a concept that contrasts with the existing linear economy, minimizes resource use and waste generation in the process of producing and consuming products, and maintains the life and value of products as much as possible through changes in consumption behavior and reuse and re-manufacturing. ㅇ The core idea of the circular economy is to create a system in which resources are well circulated by creating links between value chains from cradle to grave (production, consumption, waste management, and utilization of recycled raw materials). □ Transitioning to a circular economy requires the consideration of resource efficiency and circularity throughout the entire product life cycle, going beyond the post-disposal phase of a product. ㅇ In particular, as more than 80% of the environmental impact related to a product is reported to be determined from the ‘product design’ stag e, it is important to increase the sustainability and repairability of a product and increase the recycability after disposal. □ To this end, it is necessary to promote ‘sustainable product design’ by taking into account resource circulation in the ‘in use’ and ‘post-disposal’ phases when first planning a product. ㅇ (traditional) environmental design → (extended) environmental, economic and social design ㅇ (traditional) reduce the use of harmful substances, increase energy efficiency, and increase recycling rates → (extended) include service areas such as raw materials that can promote resource circulation (e.g. plastic-free, bio-material, recycled materials, etc), reusable and/or recyclable products, and products designed in consideration of durability and repairability □ Therefore, this study aims to promote ‘sustainable product design’ for the implementation of the domestic circulation system and to suggest system improvement measures so that major factors in product design should be taken into account, from raw material stage to disposal and recycling stage. ㅇ Currently, policy incentives for excellent products with environmentally friendly materials and structures improved through manufacturers’ efforts are insufficient, so policies to expand incentives are needed for the industry. ㅇ In addition, to improve existing products and develop eco-friendly products suitable for the circular economy business model, produdct design methods should be categorized, and a system should be established to create a product ecosystem that can be expanded by linking products and services. 2. Purpose of the study □ In order to support and promote ‘sustainable product design’ in terms of the implementation of the circular economy, this study aims to identify key elements in product design and improve the system through a case study ㅇ Direction setting: Raw materials that promote resource circulation, reusable and/or recyclable products, considering durability enhancement and repairability, and product design that takes consumers into account (information provided) ㅇ We aim to improve the existing Assessment of Circular Utilization of Products, Guidelines for Improvement of Materials and Structure of Electrical and Electronic Equipment, and so on, so that they will encourage manufacturers to actually improve product material and structure. We also aim to review how to connect the systems together. ㅇ Furthermore, we aim to present market-driving support policies, including expanding demand through public procurement, providing information through product labeling, providing incentives to excellent products and companies, innovating technology, making a financial investment, and improving sustainability management indicators linked to a company’s ESG factors. - This study aims to contribute to accelerating the transition to a carbon-neutral, circular economy society by strengthening sustainable product policies. Ⅱ. Analysis of ‘Sustainable Product Design’ Policies and Trends in Other Major Countries 1. Circular policies on ‘sustainable product design’ in major foreign countries such as the EU □ (EU) In 2001, the ‘EU Sustainable Development Strategy’ was adopted and the Integrated Product Policy (IPP) was announced to minimize the environmental impact of products. - Tax reduction and granting subsidies, encouraging and the standardization of voluntary agreements, green public procurement, green technology, and the enactment/revision of related laws are set as the main means. - The Eco-design Directive of energy-using products (EuPs) was established in 2005 to increase energy efficiency based on the European Climate Change Program (ECCP) and the Integrated Product Policy (IPP). After that, the target items were expanded to include energy-related products (ErPs), and Energy labeling guidelines are in place to ensure reliability. ㅇ The Circular Economy Action Plan (CEAP) announced in 2015 states that resource efficiency items will be added to the Eco-design Directive that has been implemented focusing on energy efficiency. After that, in 2016, through the Eco-design Working Plan (2016-2019) a plan to establish implementation regulations reflecting resource efficiency was prepared. ㅇ As a follow-up to the 2019 EU Green Deal, the Circular Economy Action Plan 2 (CEAP2) was announced in March 2020, presenting Sustainable Product Policy (SPP) as a key tool to contribute to reducing greenhouse gas emissions and proposing legislation for sustainable product initiatives by 2021. - It is a new law that extended the scope and content of the regulations in the existing Eco-design Directive, and suggests eco-design requirements such as product durability, reusability, upgradability and maintenance, repairability, presence of SocS (Substances of Concern), energy and resource efficiency, recyclability, potential for material recovery, carbon and environmental footprint. - It also provides product sustainability information with a digital product passport to help consumers understand and choose products. ㅇ The Eco-design Working Plan is established every three to four years and reflected in the regulations and guidelines after collecting opinions from industry and stakeholders as an action plan. - Eco-design taking product life cycle into account (2009-2011) → Eco-design taking energy efficiency into account (2012-2014) → Eco-design taking durability and potential for repair, reuse, and recycling into account (2016-2019) → Eco-design and energy labeling taking product repair and quality standardization into account (2020-2024) → Plans for implement eco-design and energy labeling with the European Product Register (EPREL) (2022) □ (U.S) Based on the ‘Sustainable Materials Management (SMM)’ roadmap, the Comprehensive Procurement Guidelines (CPG) were established to promote the purchase of products with low environmental impact. - The EPEAT certification system scores detailed items for computers and displays, imaging equipment, televisions, mobile phones, servers, photovoltaic modules and inverters, and network equipment, and classifies them in Grade Gold, Silver, or Bronze according to ‘satisfactory’ proportions. - More than 25 states have proposed and passed the relevant legislation, and New York State has passed the Digital Fair Repair Act, which calls for equipment manufacturers to provide OEMs and consumers with information on repair tools, parts, and the repair process. □ (France) To build a roadmap for a circular economy and promote better consumption, the ‘product repairability index’ must be marked. - The repairability index is a system that gives a score out of 10 points based on five indicators: technical documentation, product decomposition, availability of spare parts, price of spare parts, and sub-criteria. - Since 2021, it has been applied to five types of products (smartphones, laptops, televisions, lawn mowers, drum washing machines), and also washing machines, dishwashers, vacuum cleaners, and high-pressure cleaners since October 2022. □ (Japan) With the aim of forming a circular society, the Act on the Promotion of Efficient Use of Resources and the Home Appliance Recycling Act are in effect, and the environmental design is stipulated in these acts. - The Basic Plan for the Promotion of Circular Society Formation requires the manufacturers to increase efficiency in the use of resources and energy with aim of promoting environmental design. - 3R measures were developed, including product measures (resource saving, longevity, reuse measures, recovery and recycling by manufacturers, and labelling obligation for separate recovery), and by-products (reduction of industrial waste generation and recycling). □ Support measures related to overseas ‘sustainable product design’ include international standards on environmental management system (EMS), ESG standards, and sustainable financial policies including green finance. - ISO 14009 (Environmental Management System - Design Guidelines for Resource Circulation) was established to present detailed strategies for ① Product material type and quantity, ② Product life extension, and ③ Product, parts, and material recovery. - International standards such as ISO 26000 (social responsibility) and GRI G4 guidelines have been established to support sustainable management of companies, and these are cited in EU laws. - The UNEP Financial Initiative (UNEPFI) proposes sustainable finance such as ESG investment and green finance to raise funds for the transition to a circular economy. - EU announced the ‘finance strategy to transition to a sustainable economy.’ It includes establishing the EU taxonomy and standards for EU green bonds, promoting sustainable project investment, integrating sustainability into financial advice, and developing sustainability benchmark regulations. Ⅲ. Analysis of Domestic Policies and Pending Issues Related to Product Design That Takes Resource Circulation into Account □ The Framework Act on Carbon Neutrality and Green Growth to Cope with Climate Crisis, Framework Act on Environmental Policy, a bill to completely revise the Framework Act on Resource Circulation (Act on Promotion of Social Transformation in the Circular Environment System) include matters regarding sustainable product design. ㅇ The Framework Act on Carbon Neutrality and Green Growth to Cope with Climate Crisis establishes and implements government policies, such as those on minimizing resource use, strengthening raw material circulation, and establishing a sustainable product base. The Framework Act on Environmental Policy requires business operators to minimize environmental pollution in the entire product process. ㅇ A bill to completely revise the Framework Act on Resource Circulation307) established regulations on environmental impacts including those on resource and energy efficiency, recyclability, durability, and carbon emissions throughout the entire product process in order to transition to a circular environmental society. □ Domestic policies related to ‘Sustainable Product Design’ were institutionalized centered on the First Basic Plan for Resource Circulation, and there are the recycability evaluation system, the evaluation system for materials and structure of electrical and electronic equipment, the evaluation system for materials and structure of packaging, and support projects for the prototype development of uni-materialized products. ㅇ The First Basic Plan for Resource Circulation presents detailed tasks in stages of production, consumption, management, and regeneration of products. The detailed implementation plan includes ① improving recycability of products, ② expanding the production that takes resource circulation into account for products such as packaging materials and electronic products, and ③ supporting for developing resource-circulationtype materials and design. ㅇ However, the current policy incentives for excellent products with improved materials and structure through manufacturers’ efforts are insufficient. - Policy incentives and institutional strategies need to be developed in order to help consumers recognize companies’ efforts to improve the material and structure of a product and its eco-friendly characteristics and to ensure the wide dissemination of good products. - Strategies regarding the concept, key elements, direction, and objectives of sustainable product design should be established. - Existing systems, including the recycability evaluation system and guidelines for improving the material and structure of electrical and electronic products, should be reviewed and improved at this time. □ According to the analysis of factors that hinder resource circulation based on industry opinions and case analysis, a lack of information on dismantling, the small size of the market for recycled materials, and a lack of related experts and education were identified as problems. ㅇ (Industry opinion) Manufacturers are of the opinion that there is insufficient infrastructure for product recovery and a lack of specialists and promotional means, and the recycling industry pointed out the difficulty in disassembling products and a lack of information on decomposition and materials of parts as problems. ㅇ (Case analysis) As it is difficult to disassemble the battery pack when recycling a waste battery of an electric vehicle and it takes a long time to discharge due to insufficient terminal marking, it is necessary to prepare a plan for battery pack product design considering recycling. □ In order to support ‘sustainable product design’ in the future, the expansion of ESG management and green finance must be linked. ㅇ (ESG) ESG investment is increasing every year, and ESG ecosystem is being created mainly by large companies. K-ESG guidelines have been prepared at the national level, and measures to expand ESG management and link the systems are being considered. ㅇ (Green Enterprise Funding) Impact Climate Fund is a representative example. Support projects such as direct investment and venture capital-linked investment are carried out in areas such as waste reuse, re-manufacturing, and recycling in the field of circular economy. Ⅳ. System Improvement Plan for ‘Sustainable Product Design’ □ In this study, the concept and direction of ‘Sustainable Product Design’ are to be established as follows: ㅇ The ‘sustainable product design’ should be promoted by considering circulation in the stage of use (consumption) and post-disposal stage (re-manufacturing, recycling, etc). ㅇ ‘Sustainable product design’: An integrated environmental, social, and economic approach to design with the aim of reducing negative environmental impacts throughout the product cycle, and the extended concept of the existing ‘eco-design’ in terms of the circular environment - Reduce the use of harmful substances, increase energy efficiency, and increase recycling rates → (expansion) Includes product service areas such as raw materials (plastic-free, bio-material, recycled materials, etc), reusable/recyclable products, and products designed taking into account durability and repairability - (Direction) Secure market competitiveness by providing market incentives to improve product sustainability and reduce carbon footprint in terms of resources ㆍ Business unit → Product cycle approach ㆍ Redesign → Transformation of the concept and technology based on innovation ㆍ Production perspective → Link two perspectives of production and consumption ㆍ Individual approach of enterprises → Transition to social and systematic approach ㆍ Individual decentralized operation of the system → Strengthening the connection between the systems □ First, a ‘sustainable product design framework’ needs to be established. ㅇ Guidelines should include the directions for promoting ‘sustainable product design’ from a higher and more integrated perspective than individual evaluation systems, such as traditional recycability. ㅇ An approach that considers environment, economy, and society in the aspect of sustainability of a product is needed. - The environmental sector should focus on product design and performance, and compliance with information requirements, and the economic sector should focus on compliance with the Circular Environment Business Model (CEBM), and the social sector should focus on compliance with product safety and consumer information. □ Market incentives such as tax incentives, green public procurement, and technology support should be prepared to secure market competitiveness of products designed in consideration of the circular economy. ㅇ Incentives for manufacturers of sustainable products include support for technology and product development, green finance and tax reduction, certifying the reduction of carbon footprint and environmental footprint, and strengthening green public procurement. ㅇ We also presented support measures in terms of digital-based tracking of statistics, providing consumer and recycling enterprises with information, organizing and operating governance consultative bodies, green finance, and quality standardization, to ensure the provision of sustainable product information and reliability.