Using proximity in sustainable product design

Using proximity in sustainable product design

Magnier, L.B.M. (TU Delft Marketing and Consumer Research)
Mugge, R. (TU Delft Marketing and Consumer Research)
Schoormans, J.P.L. (TU Delft Marketing and Consumer Research)

Bohemia, E. (editor)
de Bont, C. (editor)
Svengren Holm, L. (editor)

2017

This research examines proximity as a new interesting strategy to include in the design of more sustainable products. Drawing from the construal level theory, we posit that the environmental sustainability of a product embedding a form of proximity to an environmental solution in its design will be perceived as more concrete and will trigger higher prosocial product experience. To test this assumption, we used spatial proximity by manipulating the location from where the recycled plastic of a bottle of dishwashing soap was reclaimed. Based on the responses of 130 individuals recruited from a panel of consumers, we found that product environmental sustainability is perceived as more concrete and prosocial product experience is higher when proximity is embedded in product design than when far distance or no distance are embedded in the product design. This paper contributes by investigating how product design itself can help to enhance the acceptance of more sustainable products and by applying the Construal Level Theory to the field of product design.

sustainable product design
proximity
concreteness
prosocial product experience

http://resolver.tudelft.nl/uuid:63b427e8-be6b-4233-9881-e57bd9c6558d

The Design Research Society, London

Conference Proceedings of the Design Management Academy: Research Perspectives on Creative Intersections

The Design Management Academy 2017 International Conference, 2017-06-07 → 2017-06-09, Hong Kong, China

Conference Proceedings of the Design Management Academy, 2514-8419, 4

Institutional Repository

conference paper

© 2017 L.B.M. Magnier, R. Mugge, J.P.L. Schoormans