... treated with hierarchical cluster analysis. Findings The analysis shows that environmental sustainability is the least important attribute of a design product and four clusters of highly design-oriented firms differ by design-product attributes. Further, the least green firms are also the least...

... product attributes (properties) may affect the emotional perception of the whole product. The following example may help in understanding the Kansei engineering methodology. A company producing chocolate products provides different chocolate bars for a regional market. They have noticed...