Investigating Users’ Acceptance in Designing and Marketing Sustainable New Product
Kamariah Dola, Asa Naim Rusli, Khairul Baharein Mohd Noor

Abstract
Understanding the needs of users and how to fulfill them is imperative in designing and marketing a new product. We limit our study on case study of exploring users’ perception and acceptance on a new product using sustainable material from oil palm non-skin particleboard as an alternative medium in furniture manufacturing and design. In this study, we conducted a survey on the acceptance of public users’ and experts’ perception for the new product. Results indicate mix acceptance levels where majority of the respondents agree that the new product is attractive and could respond to global agenda of more environmental-friendly and sustainable product. This paper contributes towards integrating marketing research with design process in exploring users’ acceptance as part of the promotion of sustainable new product.

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