Abstract
Recently, in the development of new products it has become important to keep a balance between environmental friendliness and performance of products . Purchasers, however, do not choose a product only for its environmental friendliness . Ease of use, good design and other factors are also important when there is a choice of products having the same functions. Therefore, we developed a new method, which can evaluate comprehensively the environmental friendliness and performance of products . Using this comprehensive evaluation method, we analyzed the market values of both alumi num and steel automobile wheels. We clarified that the market value of a product varied according to the level of the purchaser's consciousness . Our evaluation method may prove helpful in the development of more environmentally friendly products .
