Sustainable Consumer Behaviour

This is a theme course of SPD theme 2: Strategic Design for Social and Sustainable Innovation.

Present consumption patterns have destructive effects on eco-systems. It is designers' responsibility to tackle these negative consequences and design products, services and systems that contribute to a sustainable society. However, acceptance and adoption of these innovations / interventions by consumers is not always straightforward, which may ultimately reduce their positive impact on society. In this course, we will touch upon a number of individual and systemic factors that are known to be of high relevance for sustainable behaviour change and that are relevant for the success of a Circular Economy. Furthermore, we will explore how various interventions can stimulate more sustainable consumer behaviour.

Topics that will be addressed are: How do consumers develop attitudes towards sustainable innovations and make choices between products? How do consumers need to change their behaviours in a Circular Economy and how can design contribute to these changes? What is the value of product design for consumers' perception towards sustainable products? How can design contribute to breaking existing habits and forming new sustainable ones?

The study goals of this course will be assessed by:

- Group assignment (50%)

- Individual Exam (50%)

The group assignment consists of an essay where students are asked to analyse how consumers are likely to respond to a recent innovation /intervention basing their arguments on the scientific literature in sustainable consumer behaviour. Based on this analysis, they are asked to provide visualised recommendations on how to improve the concept. Students receive formative feedback on their essay during the coaching sessions.