The Effect of Design Value Factors of Abandoned Ceramic Upcycle Design on Consumers' Attitudes and Purchasing Behaviors : Based on the VAB model

In the modern society, it is evolving from the stage of eco-friendly manufacturing and ethical consumption to the stage of upcycle in terms of eco-friendly manufacturing and ethical consumption beyond the stage of reducing and recycling waste such as waste ceramics to raw materials. Based on the VAB model, this study analyzed how a total of six value factors of abandoned ceramic upcycle design affect consumer attitudes and purchasing behaviors. According to the results of the study, it was confirmed that the value factors (historical, eco-friendliness, scarcity, sustainability, artistry, and variability) of the waste ceramic upcycle design all have a significant effect on consumer attitude. It was confirmed that the eco-friendliness, scarcity, artistry, and variability of the waste ceramic upcycle design had a significant effect on purchasing behavior, and the historical and sustainability did not have a significant effect on purchasing behavior. Based on the value factors of the waste ceramic upcycle design, it was confirmed that consumer attitude had a significant effect on purchasing behavior. In addition, it was confirmed that artistry has the greatest influence on consumer attitude and purchasing behavior. Therefore, in order to increase the sales volume of the waste ceramic upcycle design, the artistry of the waste ceramic upcycle products should be more emphasized, and the historical, eco-friendliness, scarcity, sustainability, and variability should be continuously developed to attract consumers' attention, and the history and sustainability of the product should be more clearly expressed. This study is meant to provide useful data for future research on waste ceramic upcycle design.