Design for sustainable behaviour: strategies and perceptions

Abstract

This paper presents selected findings of doctoral research exploring how design could be used to influence user behaviour towards more sustainable practices. It describes three strategies for changing user behaviour through design drawn from literature and outlines the methodology and findings of a case study exploring the application of these strategies in sustainable design. Drawing on the perceptions of design professionals interviewed in response to one of the concepts generated, the paper goes on to explore the perceived acceptability and effectiveness of these strategies. It concludes by commenting on the wider implications of these perceptions for ongoing research. Keywords: user behaviour, environmental design, design techniques.Sustainable design takes into account environmental, economic and social impacts enacted throughout the product lifecycle . These interrelated domains are often referred to as the three pillars or triple bottom line of sustainability (Elkington, 1997). Whereas economic and environmental concerns are generally well defined and understood, the social sphere of sustainable design is less so (Colantonio, 2007) and as such warrants further explanation. In its broadest terms it can encompass; personal responsibility, quality of life, health, well-being and happiness, democratic participation and cooperative behaviour (Colantonio, 2007, Baines and Morgan, 2004, Sinner et al., 2004, Polese and Stren, 2000.Designers shape the development of products and services which directly impact upon society and the environment (Papanek, 1971). The application of sustainable design strategies can greatly reduce lifecycle impacts (Lewis et al., 2001). Impacts which occur during use, however, are often determined by consumer behaviour (Bhamra et al., 2008). Influencing user behaviour can be challenging. In spite of over a decade of campaigns exhorting consumers to behave differently and greater product efficiency, consumers are slow to adopt more sustainable behaviours (DeVries, 2006, Siegle, 2006 and behavioural changes made are often short-lived (Scott, 2004).Designers are in a position to reduce use impacts by purposefully shaping behaviour towards more sustainable practices (Lockton et al., 2008, Elias et al., 2008, Bhamra et al., 2008, Wever et al., 2008. Early research identified Eco-feedback (McCalley and Midden, 2006), Behaviour Steering (Jelsma and Knot, 2002, Akrich, 1992 and Persuasive Technology or Captology (Fogg, 2003) as potential strategies which could be integrated into product design to influence user behaviour (Lilley. D). Figure 1 describes each approach and indicates the degree to which power in decision-making is retained by the user or delegated to the product.Further research led to the classification of seven strategies, described in full in Bhamra et. al, 2008. Whilst providing interesting considerations for designers, these strategies have not been widely applied and there is lack of data on their effectiveness and acceptability. It is for this reason that empirical ...

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