Investigating Freshness Perception of Home Scents Using Focus Groups and E‐Commerce Comment Reviews

ABSTRACT This study used a mixed‐method approach, combining focus groups for in‐depth discussion with e‐commerce comment reviews to capture broader, real‐world perspectives to examine how consumers perceive freshness in home care scent products. Findings indicate that freshness is understood through a combination of emotional, environmental, sensory, contextual, and functional considerations. Consumers often associate freshness with positive emotions, comfort, and nostalgia while also linking it to perceptions of cleanliness, safety, and air quality that contribute to overall well‐being. Sensory experiences such as crispness, lightness, and floral, fruity, or citrus notes play a central role in how freshness is perceived, alongside contextual factors including usage occasions, scent longevity, and perceived complexity. In addition, the ability of home scents to mask unwanted odors remains a key functional driver of freshness perceptions. By integrating qualitative insights with online consumer commentary, this research clarifies how freshness‐related features can be distinguished from broader fragrance attributes, offering guidance for future research and home care product development.