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

Maria-Jesus Agost and Margarita Vergara
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Maria-Jesus Agost: Departament d’Enginyeria Mecànica i Construcció, Universitat Jaume I, 12071 Castelló de la Plana, Spain
Margarita Vergara: Departament d’Enginyeria Mecànica i Construcció, Universitat Jaume I, 12071 Castelló de la Plana, Spain

Sustainability, 2020, vol. 12, issue 24, 1-21

Abstract: The aim of this paper is to explore the generation of consumers’ responses to sustainability design 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 sustainability design 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 (product attachment 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 impressions are associated with both behavioral responses. Design strategies and personal concerns have an influence on consumer response. These results are expected to help managers and designers promote a sustainable behavior by selecting the most suitable design strategies.

Keywords: affective design; consumer response; sustainability; product attachment; willingness to keep (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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