To reduce energy consumption of households, many appliances contain eco-settings, which when used, reduce energy consumption. However, the effectivity of the eco-settings in reducing energy consumption is hardly tested. Other design for sustainable behaviour strategies like coercion and feedback might be more effective. To test the effectivity of these three design for sustainable behaviour strategies in reducing the energy consumption of washing machines a 2 × 2 factorial design experiment is conducted. A total of 779 European washing machine users were asked to set washing machine controls for three laundry baskets on one of four control panels. The results showed that eco-settings of the washing machines were used for only 15% of the laundry cycles. Respondents presented with coercion or feedback controls consumed 15% less energy compared to those who were allowed to decide whether to use eco-settings. Few people understood the relation of water temperature and the duration of washing machine programs on energy consumption. Feedback can support their decision processes and prevent unintentional and unsustainable settings. Our research shows that energy efficient washing machines are not necessarily leading to energy reductions because eco-settings are only used in a minority of cases. In this survey, only 6% of the potential 44% savings was realised. The results suggest it would be more effective to always use energy efficient settings, preferably together with feedback and scripting of program menus that solicit the use of short cold cycles. For energy efficiency to be effective, a product must be designed for sustainable behaviour of the user./

Product care describes consumers' activities to prolong the lifetime of a product, such as repair, maintenance or careful handling. By keeping the product in a functional state, replacement can be postponed. Previous research has identified eight design strategies that can foster product care among consumers. To use these design strategies to their full potential, a deeper understanding of their
effectiveness is needed. The current study aimed to evaluate the design strategies with consumers. We conducted interviews with 15 consumers and discussed the effectiveness of our strategies for product care in the consumers’ daily life. Results indicate that the effectiveness of our strategies varies over products and product categories. A combination of strategies seems to be the most promising approach for fostering product care among consumers. Our research contributes to the scientific knowledge by
providing deeper insights into the conditions under which design strategies for product care are most effective.

The enhancement of social inclusion is a key to maintaining cohesion in society and to foster the benefits of cultural diversity. Using insights from the Dual Identity Model (DIM) with a special focus on active categorization, we develop an intervention to increase social inclusion. Our intervention encourages the participants to (re-)categorize on a superordinate level (i.e., a human identity) while being exposed to their own culture. Across a set of experiments, we test the efficacy of our intervention against control conditions on the effect of social inclusion, measured by perceived social distance. Results show an increase in cultural closeness and provide preliminary support for the use of a DIM-based intervention to increase intercultural inclusion

Product care is defined as all activities initiated by consumers that encourage an extension of product lifetimes, such as repair, maintenance, and/or careful handling. A product care scale was developed and validated in a set of four related studies. In study 1, we asked experts to examine the face validity of a set of 35 items. In study 2, we reduced the initial set of items to 10 items using exploratory factor analysis. A subsequent confirmatory factor analysis supported a three-factor solution. Study 3, a nomological network study, demonstrated that the construct measured by our scale is related but still distinguishable from existing concepts, such as frugality, use innovativeness and attachment towards the product. Study 4 was a known-groups test with participants from two different countries and with various previous experiences in repairing. The final 10-item product care scale includes three factors: relevance, easiness and positive experience.

Access-based product-service systems (AB-PSS) are business models that can potentially decouple the satisfaction of consumer needs from environmental impacts. Hence, they have been promoted for the circular economy. Their sustainability potential has not yet been realised because consumer adoption is lagging. Although this challenge has been studied for two decades, knowledge to identify and address AB-PSS adoption barriers that matter to consumers is lacking. We hypothesise that the duration of use, the time a consumer obtains exclusive access to a specific product (short-term vs. long-term) and the type of product (bicycles vs. clothing) moderate the importance of AB-PSS adoption barriers to consumers. We compared several adoption barriers across four AB-PSS and found that the duration of use and the type of product significantly moderated the importance of some AB-PSS adoption barriers. More specifically, the Effort to access has a higher influence on consumer preference for short-term AB-PSS, whereas Product quality has a higher influence on consumer preference for long-term AB-PSS. We also found that Effort to access and Product characteristics were more important for bicycle AB-PSS, whereas Contamination and Product quality were more important for clothing AB-PSS. These insights help companies to identify and design out key AB-PSS consumer adoption barriers.

Although environmental awareness is increasing every year, and most people say they prefer to buy more sustainable products, many still do not act on their promise at the cash counter. Sustainable products are often still perceived to have lower quality or reduced performance. Recom- mendations of sustainable buyers might reduce this perceived risk of sustainability. In this research, the Net-Promotor-Scores (NPS) and the underlying reasons for such recommendations of 888 vacuum cleaner buyers were analyzed. The buyers of energy-efficient vacuum cleaners were found to be significantly less positive about their purchase. A difference in scores is, however, not caused by the difference in the energy efficiency of the products, but by differences in other drivers to recommend a product, such as perceived cleaning performance, ease of use and value for money. Additionally, higher suction power and increased weight positively mediated NPS ratings, irrespective of energy efficiency. Focusing design and communication on these aspects rather than on energy efficiency alone can be used to reduce the perceived green risk and increase trust in sustainable products. In this way, recommendations of buyers of energy-efficient appliances can be an effective additional tool in increasing sustainable consumption.

Access-based product-service systems (AB-PSS) allow consumers to use products for a fee and might support the transition towards a circular economy. This type of business model could decrease negative impacts of consumption by reducing the number of products needed; either by extending products’ lifetimes or by intensifying the use of products. Many AB-PSS in consumer markets are highly digitalised; they utilise digital platforms, have sensors embedded in the products, and rely on users’ smartphones. To better understand how digitalisation impacts consumers’ attitudes and use experiences in mobility AB-PSS, we applied a mixed-methods approach consisting of a survey (n=47) and interviews (n=10). Our findings suggest that many short-term AB-PSS, such as bicycle sharing, owe their recent success to digitalisation. Further, consumers’ digital confidence influences their attitude towards short-term AB-PSS. During the use of AB-PSS, users value the convenience and flexibility enabled by the digital aspects. Digitalisation also made short-term mobility AB-PSS susceptible to disruptions because the AB-PSS rely on the functioning of many digital aspects. Users seem to dislike phoning customer service and increasingly depend on their smartphones. We also provide a brief outlook of what 5G mobile networks might imply for mobility AB-PSS. With this paper, we contribute a consumer perspective on the digitalisation of services. Our findings help service designers, user experience designers, and app developers to design digitalised AB-PSS for consumer markets.

Styles in design have a strong evocative power for consumers and are commonly used by brands to communicate specific associations of ideas. This article describes the style elements and the associations related to a contemporary style in graphic design: the neo-retro style. We argue that this style is linked to the hipster subculture but used in a broader context. Complementary methods were used to progressively determine the styling elements and the values related to this style. Study 1, a multi-method qualitative study using creative sessions and content analysis, yields a description of the formative elements of the neo-retro style from both an analytical (structure, graphics, and information) and a holistic perspective (naturalness, harmony, elaborateness). In study 2, we designed eight coffee packages manipulating structural and graphical elements, namely the presence of ornaments, texture and variation in typefaces, and tested the associations evoked by these elements among 251 participants. The results first confirm quantitatively that these elements are evocative of the neo-retro style. We also show that this style is associated with values such as authenticity and craftsmanship and as such with the hipster subculture. The study contributes to theory and practice in the fields of design and brand management and shows that packaging elements can be manipulated to evoke values in the marketplace.

A study to understand the experience of autonomy with durable products was undertaken based on qualitative research. The study involved thirteen participants, who selected a durable product that enhanced autonomy. Using in-depth interviews, the map of experience and interaction properties the experience was studied. Our findings indicate that there are three structures involved in the experience of autonomy: orchestration, control and product integration. The three structures are described in detail. It was also identified that the experience of autonomy enhances positive experiences and stimulates wellbeing. Designers can apply the three structures of autonomy to underscore design decisions.

Combining sustainable consumption with the circular economy concept could help tackle challenges, such as resource scarcity and climate change by reducing resource throughput and increasing cycling of products and materials within the economic system, thereby reducing emissions and virgin material use. To achieve sustainable consumption in a circular economy production and consumption practices need to change. Business models can potentially influence both practices as it defines how a company conducts business and shapes the company-consumer relationship. This paper developed future business models for sustainable consumption through two rounds of semi-structured interviews with experts from academia, industry, and policy. During the first interview round, four business model elements that are important for sustainable consumption were identified: Resource strategy, Revenue model, Consumer effort, and Objective to (decrease/increase) consumption level. Based on these elements, we developed a comprehensive business model framework. Using this framework, experts envisioned future business models for sustainable consumption of clothing during the second interview round. The findings of this study suggest that the most promising business models for sustainable consumption are those that reduce overall consumption levels and consumer effort. Further, we found that a diverse range of business models in the market can potentially enable different customer segments to consume sustainably.

Mind-sets are expected to influence the process of designing, which require designers to successfully integrate complex decision-making processes into good design solutions. The study reported here analyses whether differences in mind-sets shown by design students can influence their design processes and impact the quality of the design solutions that they produce. The considerations, design activities and quality of solutions that design students produced in response to a given design task are examined to make an inference of mind-sets in actual design situations. 45 undergraduate students majoring in industrial design filled in a questionnaire that assessed their mind-set, and engaged in a design task. Two general types of mindsets can be discerned empirically: discerning and opportunistic. Significant differences between design students with a discerning or opportunistic mind-set could be observed. Evidence for the cultivation of a discerning mind-set in designing is found. Building on these results, recommendations on how to potentially support design teaching and learning are discussed.

Access-based product-service systems (AB-PSS) have the potential to lower environmental impacts. Currently, a lack of consumer acceptance and, consequently, low adoption levels of AB-PSS are challenges preventing the realisation of their sustainability potential. This study proposes temporary product customisation to lower barriers for the acceptance of AB-PSS.We investigated whether customisation through modifying the appearance of an easily changeable attribute of a typical product, and thereby changing the product personality, could improve consumer acceptance while limiting the impact on sustainability. To explore this, a 3 × 1 between-group design experiment was conducted with consumers who are familiar with offerings similar to the AB-PSS we tested. The results indicate that respondents have a strong preference, as is widely recognised, for typical products in an AB-PSS. Infusing meaning and intangible value into accessed products through customisation can simultaneously lead to wider acceptance in the market and individual consumers' satisfaction. Our findings confirm that consumer acceptance increases if a product fulfils intangible needs along with functionality needs. The results can be used to think about new ways in which product design can enhance the diffusion of AB-PSS in the consumer market.

This research investigates consumers’ responses to products made of recycled ocean plastic. A quantitative study was conducted online with 258 Dutch consumers in which attitudinal and behavioural responses to products made of ocean plastic were investigated. The most important predictors of consumers’ purchase intention were anticipated conscience, value for money and perceived functionality. In addition, risks of contamination negatively influenced purchase intention. For willingness-to-pay (WTP) a price premium, anticipated conscience, recognisability and perceived safety appeared to be the most important predictors. Through a cluster analysis, four different consumer groups were identified. Two consumer clusters consisting of ‘sustainability experts’ and the ‘sustainability benevolent’ (59% of our sample) demonstrated a strong interest and a willingness to pay a price premium for these products. When comparing consumers’ responses in different product categories, results showed that quality expectations and purchase intention were generally lower for textile products than for durables and fast-moving consumer goods packages. This research contributes to the theoretical understanding of consumer responses to products made of recycled ocean plastic and can help companies to develop strategies to launch such products effectively.

Providing online design education offers a unique opportunity for learning, by providing high quality learning experiences to distributed audiences for free. It has its challenges as well, particularly when the aim is use ‘active learning’ strategies (Biggs & Tang, 2011), which are necessary when teaching design. In this paper, we report on the development of one of the first massive open online courses (MOOC) in the field of product design. We provide insight into the way the course was designed to stimulate active learning, highlighting the tools that were developed to engage students in a mode of experiential learning (Kolb, 1984). We present the results of the course evaluation, through (post-course) surveys and interviews, focusing on the way the newly developed active learning tools were experienced by the students. We found that experiential learning strategies are applicable to the MOOC context, and that dedicated didactic tools were evaluated more positively in terms of stimulating reflection, motivation and learning that conventional ones. We conclude with an analysis of the outlook on future developments for online design education.

Product care is defined as all activities initiated by the consumer that lead to the extension of a product's lifetime. This research contributes to the literature by taking a consumer's perspective on product care, which is essential to postpone product replacement. We used Fogg's behaviour model as a theoretical framework to understand consumers' motivation, ability and triggers related to product care. Based on this, 15 in-depth interviews were conducted to explore consumers' current product care behaviour. Our findings show that many consumers are generally motivated to take care of their products, for example because they appreciate the product's functionality or because they are generally keen to consume in a sustainable way. They even have the right knowledge and tools or are at least motivated to get them. What is often missing are triggers that push people to take care of their products. Triggers can increase consumers' motivation or ability, for example by giving necessary tools to the consumer or by a helpful service offer. We also give suggestions for the practical implementation of our findings to support companies interested in a shift towards the Circular Economy.

Although most people claim to prefer a more sustainable product, only a limited number of ‘green buyers’ act on their words at the moment of purchase. To find out how to get mainstream buyers to buy more sustainable products, we used data on 950 Western European buyers of 32 different vacuum cleaner models. The issue was why three out of four consumers bought a less sustainable high input power model when an energy-efficient model with equal specifications was also on offer at the same price. Only 6% of buyers bought their vacuum cleaner for environmental reasons. The remaining 94% of buyers stated that their purchase decision was mainly based on reliability, durability, key features, the brand and value for money, regardless of whether they bought an energy-efficient or -inefficient model. The 73% who bought energy-inefficient vacuum cleaners opted for heavier models (perceived as more robust) featuring bags for dust collection, and were more sensitive to messages addressing technological innovation. Beside energy-efficiency legislation, we see two options to encourage mainstream consumers to buy more energy-efficient products: (1) link technical advancement in innovation to lower power (‘we can create more suction with less energy’) in product branding, and (2) seduce mainstream consumers with models that are redesigned for performance, robustness and durability. With this quantitative consumer research, we add both to the knowledge of buying behaviour in terms of sustainability as well as to the knowledge on how to redesign and market green products in mainstream markets.

Consumers often purchase consumer durables without using these products beforehand. Product appearance is then one of the factors that consumers use to form inferences about the experience and credence attributes of consumer durables. For companies, it is important to successfully manage these inference processes of consumers to create a competitive advantage. However, a comprehensive understanding of the relationships between product appearance and the inferences about products' experience and credence attributes is lacking. This research provides empirically based, generalizable guidelines to assist companies with selecting the product appearance of consumer durables to trigger strategically valued experience and credence attributes. An empirical analysis of 120 consumer durables, belonging to four product categories on 31 design characteristics identifies five design dimensions (i.e., harmony, novelty, natural, weight, compressed) that differentiate product appearances of consumer durables. Furthermore, the findings show that these design dimensions relate to perceptions of performance quality, ease of use, and technological advancement. Specifically, product appearances that score high on harmony, neutral on novelty, and somewhat above neutral on weight trigger the most positive performance quality perceptions. Product appearances that score high on natural, low on novelty, and neutral on compressed trigger the most positive ease of use perceptions. Novel and nonnatural appearances prompt positive inferences about technological advancement. These findings are integrated into a discussion of the managerial implications and the potential avenues for future research on product appearance.

Little is known about how to foster consumers’ acceptance of sustainable packaging innovations such as recycled packaging. Drawing from the construal level theory, we propose that presenting a sustainable solution for packaging as close to individuals will lead to a more concrete construal of the packaging environmental sustainability and in turn enhance individuals’ perceptions of prosocial benefits. To test this, we used a between-subject experiment in which we compared spatial distances (i.e. the location where the plastic was reclaimed from) integrated in a package of dishwashing soap (no distance condition vs. close condition vs. far condition). One hundred and thirty participants were presented with one of the three packages and asked to rate the concreteness of packaging environmental sustainability as well as the prosocial benefits related to the packaging. Results showed that the environmental sustainability of the packaging in the close condition was perceived as more concrete than in the no distance and the far conditions. Moreover, the package made of plastic reclaimed from a close location evoked more prosocial benefits when no location was mentioned and when it was reclaimed from a far location. Finally, concreteness of packaging environmental sustainability mediated the relationship between the close distance integrated in the recycled package and the prosocial benefits. This paper contributes in two ways by investigating how package design can help to enhance the acceptance of more sustainable packaging and by applying the construal level theory to the field of packaging design.

Design learning can be improved by understanding the differences between individual characteristics of students and its connection with their learning processes and outcomes. This paper focusses on the differences between discerning and opportunistic mind-sets. 91 students from industrial, product or automotive design courses participated in a quasi-experiment where they were required to generate solutions for a design problem, answer a Q&A survey and fill in a questionnaire. The obtained data were analysed using qualitative and quantitative metrics. We found evidence of individual characteristics, processes and outcomes that differentiate the discerning and opportunistic mind-sets. Based on these findings the paper proposes and discusses potential implications for design education.