Design for Sustainable Behaviour: Using Products to Change Consumer Behaviour

Authors: Tracy Bhamra, Debra Lilley (Loughborough University), Tang Tang (University of Leeds)
Published In: The Design Journal, December 2011, Vol 14(4), pp. 427-445
DOI: 10.2752/175630611X13091688930453

Overview

This paper studies Design for Sustainable Behaviour (DfSB). DfSB is a new design method that aims to lower environmental and social impacts. It does this by guiding user actions when they use products. Instead of focusing on production or materials, DfSB focuses on how people use the product.

Key Concepts

• Sustainable design looks at environmental, economic, and social effects over a product’s life.
• DfSB works on the product’s use to change consumer habits.
• How people behave when they use a product affects the environment and society.
• Traditional campaigns and government guidelines often do not lead to long-lasting change. Products can guide behavior more directly.

Behavioural Models and Barriers

The paper reviews ideas from social-psychology that explain behavior change. It looks at:

• The Theory of Planned Behaviour (Ajzen, 2006). Here, attitudes, social norms, and a sense of control shape intentions and actions.
• The Integrated Model of Interpersonal Behaviour (Triandis, 1977). This model stresses social ties, emotions, and also habits.
• Habitual Behaviour. Such actions occur automatically and need little thought (Verplanken & Aarts, 1999).

The paper shows that deep habits and a gap between environmental values and daily action make change hard.

Design Intervention Strategies

The authors build a model to show what drives behavior change. They list design strategies that can change behavior:

• Make sustainable actions feel natural through smart design.
• Give clear feedback and signals to support sustainable actions.
• Create new routines by designing better product use.
• Tackle social and emotional reasons behind how products are used.
• Use ethical design to help behavior change without forcing it.

Empirical Case Studies

1. Household Refrigerators:

   • Designers studied how temperature settings and care affect energy use.
   • Their work suggests that small design changes may help users save energy.
   • Designers learn that using the product well means knowing how it is really used.

2. Mobile Phones:

   • Researchers looked at habits like status signalling and everyday rituals.
   • They found ways to promote responsible use and proper disposal by design.

Both studies show that product design may help close the gap between what people plan to do and what they actually do.

Conclusions

• Designers have untapped power to sway consumer behavior.
• DfSB needs a mix of social science and design skills.
• Designers must follow ethical rules when influencing behavior.
• Focusing on how products are used can help advance sustainability.

Implications for Sustainable Product Design

• Designers must think about the complete product life, including regular use.
• Merging user experience with behavior models can result in more sustainable products.
• Policy makers and organizations should support design methods that shape user behavior along with education and rules.

References for Further Reading

• Ajzen, I. (2006). Theory of Planned Behaviour.
• Triandis, H. C. (1977). Interpersonal Behaviour Model.
• Verplanken, B., & Wood, W. (2006). Habit and Behaviour Change.
• Peattie, K., & Shaw, B. (2007). Overcoming Barriers to Sustainable Consumption.

This key paper shows how product design can shape how consumers act toward sustainability. It is important for designers, researchers, and policy makers in eco-friendly and sustainable product fields.

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