Experimental Perspective on the Role of Cost Information in Eco-Friendly Product Design: Do Individual Characteristics Matter?
Keywords:
Eco-Friendly Design, Cost Information, Learning Orientation, Experimental MethodAbstract
Abstract
This research employs a controlled experimental approach to investigate how cost information precision, designer learning orientation, and designer gender jointly influence eco-friendly new product development (NPD). Prior studies highlight that while cost data and individual characteristics such as learning orientation and gender can affect new product performance, their effects on environmentally friendly design remain under-explored. Through an experiment with 117 undergraduate accounting students acting as proxies for product designers, this study systematically examines interaction between variables in a simulated NPD environment. Participants were randomly assigned to either precise (specific) or imprecise (relative) cost information conditions, with classifications based on learning orientation and gender, enabling a controlled analysis of each factor’s impact on eco-friendly design choice. The 2x2x2 ANOVA results indicate significant interaction effects, specifically between cost precision and learning orientation, where high-learning-oriented individuals exhibited a greater tendency toward eco-friendly design when provided with specific cost information. A further significant interaction between cost precision and gender revealed that female participants integrated more eco-friendly consideration under specific cost conditions. These findings underscore the effectiveness of experimental methods in isolating and examining the combined effects of cost data precision and individual characteristics, providing actionable insights into strategies that organizations can adopt to foster eco-friendly innovation in product design. This study validates the experimental approach as a powerful tool for advancing knowledge of the role individual characteristics play in sustainable NPD practices.
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