Design for Sustainable Behaviour: Using Products to Change Consumer Behaviour – Summary

Overview

This 2011 study, published in The Design Journal by Tracy Bhamra, Debra Lilley, and Tang Tang, examines Design for Sustainable Behaviour (DfSB) as an innovative approach within sustainable design. The paper explores how product design can actively influence consumer behaviour to reduce environmental and social impacts throughout the product lifecycle, focusing on product use rather than just production or purchase.

Key Concepts

• Sustainable Design incorporates environmental, economic, and social impacts across the product lifecycle.
• Design for Sustainable Behaviour (DfSB) extends this by aiming to change how users interact with products, thus moderating usage patterns and reducing negative impacts.
• The approach addresses a crucial gap by focusing on behaviour during product use — a stage often overlooked by designers yet responsible for significant environmental and social outcomes.

Behavioural Theories Applied

The authors analyze social-psychological models to understand consumer behaviour and identify barriers to sustainable consumption:

• Theory of Planned Behaviour (Ajzen, 2006): Behaviour driven by attitudes, subjective norms, and perceived control.
• Integrated Model of Interpersonal Behaviour (Triandis, 1977): Incorporates social factors, emotions, and crucially, habit as a mediator.
• Habitual Behaviour: Often performed with minimal deliberation or awareness, habits strongly influence sustainable or unsustainable product use.

Research Methodology & Case Studies

Two product-focused case studies illustrate DfSB:

1. Household Refrigerators — Environmental impact due to usage patterns, highlighting how understanding and influencing behaviour can reduce energy consumption.
2. Mobile Phones — Social impacts of product use, addressing ethical implications and designers’ perspectives on intervention strategies.

The studies examine how design interventions can encourage sustainable habits, bridging the gap between consumer intentions and behaviours.

Design Intervention Strategies

The research identifies various strategies that designers can employ to foster sustainable behaviour, including:

• Modifying product interfaces to provide immediate feedback on resource consumption.
• Influencing routines and rituals through design cues.
• Incorporating social and emotional motivators.

The paper also discusses the importance of ethical reflection when selecting intervention strategies to ensure respect for user autonomy.

Conclusions & Implications for Designers

• Designers play a pivotal role in shaping sustainable consumption by influencing use-phase behaviour.
• Design interventions can effectively stimulate behavioural shifts towards sustainability by targeting habits and social norms.
• The acceptability and ethical appropriateness of these strategies need careful consideration to maintain trust and user engagement.
• Shifting focus from production-centric sustainability efforts to consumption patterns represents a promising avenue for environmental and social impact reduction.

Significance for Sustainable Product Design

This research underlines the importance of integrating behavioural insights into product design to achieve meaningful sustainability outcomes. By designing not only products but also user experiences and behavioural cues, designers can contribute significantly to sustainable consumption and promote long-term shifts in consumer habits.

Reference: Bhamra, T., Lilley, D., & Tang, T. (2011). Design for Sustainable Behaviour: Using Products to Change Consumer Behaviour. The Design Journal, 14(4), 427-445. DOI: 10.2752/175630611X13091688930453

Design Delight Studio curates high-impact, authoritative insights into sustainable and organic product trends, helping conscious consumers and innovative brands stay ahead in a fast-evolving green economy.