Principles of Affective Design in Consumers’ Response to Sustainability Design Strategies

Abstract

The aim of this paper is to explore the generation of consumers’ responses to sustainabilitydesign strategies by considering the principles of affective design. A conceptual model of consumers’response, in which a distinction is made between subjective impressions and behavioral responses,is defined and validated by conducting an experiment. Six wardrobes, representing sustainabilitydesign strategies (refurbishment, adaptability, durability, personalization, maintenance and flexibility)were selected. Eighty-seven participants assessed 14 impressions of the wardrobes including long-life,functional, aesthetic, emotional and environmental aspects as well as behavioral responses (productattachment and willingness to keep). Long-life impressions are more related to willingness to keep,while aesthetic ones are more closely linked to attachment. Practical and emotional impressionsare associated with both behavioral responses. Design strategies and personal concerns have aninfluence on consumer response. These results are expected to help managers and designers promotea sustainable behavior by selecting the most suitable design strategies.