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Ethnic Differences in Consumer Preference for Scented Textile Products Volume 10, Issue 3, 2018 Ethnic Differences in Consumer Preference for Scented Textile Products ShuHwa Lin, Associate Professor, Department of Family and Consumer Sciences Xing Sun Department of Family and Consumer Sciences University of Hawaii at Manoa ABSTRACT The purpose of this study was to determine the role of ethnicity in product evaluation of scented textiles by three female ethnic groups. Differences were compared in product evaluation using the sense of smell alone, appearance and touch alone, or a combination of smell, appearance, and touch. The experimental design involved monitored product evaluations of 12 scented and unscented textiles by females from three ethnic backgrounds. Evaluations took place under 3 conditions: smell, look/touch, and smell/look/touch. A purposive sample with quota selected sampling was used to recruit 120 female consumer subjects from a metropolitan area in Hawaii with a quota of 40 from each of three ethnic groups: Caucasian, Chinese, and Hawaiian. Ethnicity was determined by the subject’s response to an ethnicity question. A Descriptive data analysis, three-way ANOVA, and chi-squares were used to analyze differences in product evaluations based on the ethnicity of the respondent and based on which sensory stimuli were present in the evaluation. Product evaluations varied among the ethnic groups and were affected by the types or combinations of sensory stimuli. Keywords: Scented textiles, tactile, ethnic groups, female consumers Introduction desires and expectations, and subsequently Scented T-shirts with unique Kona their product evaluations, may be influenced coffee and macadamia nut flavors are by numerous characteristics of the consumer; available in Hawaii retail stores to attract ethnicity is one of those characteristics visitors. Models of consumer decision- (Donthu & Cherian, 1992; Green, 1999). A making could indicate the direct role of product innovation such as scented textiles product evaluation on the decision to may be evaluated at the point of purchase for purchase products (Blackwell, Miniard & its scent as well as its appearance and tactile Engel, 2005). These models further indicate properties. While scented textiles have been that product evaluation is a function of the available in the marketplace, little is known characteristics of the product and the desires regarding the consumer factors that may or expectations of the consumer. Consumer influence a purchase. Article Designation: Refereed 1 JTATM Volume 10, Issue 3, 2018 May-Plumlee and Little (2001) and (Cook, 2000; Borland, 2005a; Borland, Fiore (1993) found that appearance factors 2005b). Researchers from Philadelphia such as color and tactile factors are very University indicated that consumers important in the initial engagement of the consistently responded with positive consumer with the product. For products evaluations of scent-infused fabrics (Liu et where scent or fragrance is a primary al. 2008). purpose, such as perfumes or air fresheners, it is particularly important to know the role of Theoretical Perspectives scent in product evaluation. In the past few Building on the work of Mahajan and decades scent branding and marketing, as Wind (1992), May-Plumlee and Little (2001) exemplified by the $31 billion perfume proposed a basic conceptual model of industry, has become one of the most product evaluation criteria by analyzing lucrative businesses in the world (Matlack, several case studies. The model distinguishes 2008). The growth of the global fragrance between intrinsic and extrinsic evaluative market has been more than 3% per year criteria. Intrinsic criteria are those which are (Arnum, 2005). Studies show that people integral to the physical product, while want scents and are willing to pay for them external criteria include price, brand, and (Liu, Tovia, Balasubramian, Pierce, & brand image. Intrinsic criteria include Dugan, 2008). According to forecasts by the olfactory characteristics which have been Freedonia Group (2009), demand for flavors shown to impact consumer preferences (Liu, and fragrances in the U.S. will grow 3.7% per et al. 2008; Fiore, 1993). This study uses year to reach $5.3 billion in 2012. Scents are fabric colors, print patterns, fabrications, and referred to as pure essential oils that are scents as intrinsic criteria to test consumer extracted from flowers. Perfumes are a preferences. mixture of two or more scents in alcohol. Classen (1994) observed that sight and Ethnicity hearing were the dominant senses used in Chattaraman & Lennon (2008) found daily and mass communication, and the that ethnicity played a significant role when olfactory sense had been marginalized in making purchase decisions. Their study modern Western culture. The growth of the investigated the impact of ethnicity on fragrance market has brought more attention consumer behavior by having subjects show to the role of olfaction in the consumer different shopping behavior, while marketing process. The olfaction market has changed researchers identified ethnic identity as an from its previous focus on health and/or spirit individual's buying power of ethnic to its current emphasis on scents that provide identification. functional and leisure benefits (Newman, Cultural differences also play a major 2005). For example, including certain scents role in the use of scents. In Hawaii, people in the retail environment can influence frequently use personal perfume, many times consumer-buying behaviors (Spangenberg, in the lotion form, on hand and body Sprott, Grohmann, & Tracy, 2006). As far (Stillman, 2002). Wearing leis is customary, back as 1966, Moncrieff suggested that and the natural environment is abundant and odorizing some merchandise that is usually fragrant with flowers. People in Hawaii may odorless can make it sell better. Research by better appreciate the sense of smell due to Bone (1992) explained “the effects of their culture and environment. Aloha means olfaction on product performance judgments shared breath, indicating the significance of (p. 289).” air in Hawaiian culture (Canfield & Hansen, To capitalize on the trend of 2012). boosting profits by injecting scent into Caucasians have a long history in the merchandise, textile engineers are development and use of perfumes, colognes, developing new technologies to encapsulate and scented oils. Burn (2001) provides a aromas and embed them in fibers or finishes history of perfume development beginning Article Designation: Refereed 2 JTATM Volume 10, Issue 3, 2018 with evidence of perfume making in ancient Chieng, 2006; Cui, 1999; Chattaraman, & Mesopotamian palaces and continuing in the Lennon, 2008; Donthu & Cherian, 1992; Roman period. Perfume shops became Webster, 1994). Chinese people with the fashionable in the middle ages. The perfume Confucian legacy in their early psychological industry is highly developed because of the development are more inclined to trust sale of perfume and impulse use of perfume without questioning than are Western for lucrative ventures (Burn, 2001; King, individuals (Littrell, 2002). Chinese 2007). Perfumed oil and incense were consumers' behavioral intentions are more extracted from plants, flowers, or animal likely to be influenced by the culture than grease. Cinnamon was an expensive scent in those of American consumers (Chen, Aung, the past. Many flowers including roses were Zhou, & Kanetkar, 2005). reported to produce scent oil (Classen, Howes & Synnott, 1994; Sell, 2006). King Scented textile products (2007) indicated that musk was used in China Scented textile products, such as and Western Europe for medical and spiritual stuffed toys, home furnishings, and lingerie, purposes. Both Chinese and European can be found in the global marketplace. In consumers were reported to use musk for Hawaii, T-shirts scented with Kona coffee, health and spirit activities (Brun, 2001; King, chocolate, and vanilla aromas attract tourists 2007). (Canfield & Hansen, 2012). With a new On the other hand, according to the scented world on the horizon, this reports of Burr (2008) in the New York research explored the effects of odorized Times, Western luxury product, perfume, has textiles on different cultures’ product been developed in the Chinese market to suit preference. With many different uses of Chinese tastes. Perfume is not a Chinese scents among the three ethnic groups, this cultural traditional product. Traditionally, project was designed to evaluate consumer Chinese people use natural scents for health, preference of scent and scented textiles. A medicine, and religious purposes (Chua, model of scent and look/touch scented textile Baldwin, Hocking & Chan, 2010; Lawless, preference was developed to provide a basis 2013; Touw, 1981). Flowers are added into for testing the influence of scented textiles on tea for aroma (e.g., rose, jasmine) and wood consumer decisions (Figure 1). The aromas are used for health or medicine (e.g., objectives were to explore these differences sandalwood) and incense (e.g., sandalwood). in (a) scent preference, (b) textile preference, Literature suggests that the significance of (c) scented textile preference, and (d) the strength of ethnic identification is a differences of scented textile decisions determinant of individual differences in among three ethnic groups. consumer marketplace behavior (Chang, & Figure 1. The process for looking/touching/smelling a scented textile workflow Article Designation: Refereed 3 JTATM Volume 10, Issue 3, 2018 Hypotheses. Specifically, the following
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