Design for Behaviour Change as a Driver for Sustainable Innovation: Challenges and Opportunities for Implementation in the Private and Public Sectors

K. Niedderer, G Ludden, S.J. Clune, D. Lockton, J. Mackrill, A. Morris, R. Cain, E. Gardiner, M. Evans, R. Gutteridge, Paul Hekkert

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Abstract

Over the last decade, design for behaviour change has become increasingly recognised as a strategy for enabling social change. Despite
this, we are far from understanding its implementation, especially through the private and public sectors. This study has surveyed private
and public sector stakeholders with regard to their current knowledge of, and approach to, design for behaviour change. The aim was
to identify the challenges for professional stakeholders in understanding, accessing and implementing design for behaviour change.
Underpinned by a literature review of design for behaviour change theories and approaches, an online survey and two focus groups with private and public sector stakeholders were conducted with particular focus on small and medium size enterprises (SMEs). The results identified that there is a significant disconnect between available theoretical knowledge of design for behaviour change and its practical implementation. Reasons for this include a lack of awareness and common language, of evidence based examples, and of evaluation methods and inter-sector collaborations. In response, a set of recommendations has been developed to propose ways forward for the wider
understanding and application of design for behaviour change.
Original languageEnglish
Pages (from-to)67-85
Number of pages19
JournalInternational Journal of Design
Volume10
Issue number2
Publication statusPublished - 2016

Keywords

  • Design for Behaviour Change
  • SMEs
  • Sustainable Innovation
  • Online Survey
  • Focus Group

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    Niedderer, K., Ludden, G., Clune, S. J., Lockton, D., Mackrill, J., Morris, A., Cain, R., Gardiner, E., Evans, M., Gutteridge, R., & Hekkert, P. (2016). Design for Behaviour Change as a Driver for Sustainable Innovation: Challenges and Opportunities for Implementation in the Private and Public Sectors. International Journal of Design, 10(2), 67-85.