Upcycling Intentions Driven by Personal Attitudes and Social Norms Among UK Makers
Category: Resource Management · Effect: Moderate effect · Year: 2019
Personal attitudes towards upcycling and perceived social norms significantly influence an individual's intention to engage in this waste-reducing practice.
Design Takeaway
To encourage upcycling, focus on cultivating positive personal beliefs about the practice and highlighting its social acceptance within creative communities.
Why It Matters
Understanding the psychological drivers behind upcycling allows designers and businesses to develop more effective strategies for promoting sustainable consumption. By appealing to positive attitudes and leveraging social influence, initiatives can encourage greater adoption of upcycling practices, leading to reduced waste and environmental impact.
Key Finding
Makers in the UK are more likely to upcycle if they have a positive personal attitude towards it and feel that others in their social circle approve of or encourage it. Women over 30, especially those in creative fields, tend to upcycle more often.
Key Findings
- Attitude towards upcycling was a significant predictor of intention to upcycle.
- Subjective norm (perceived social pressure to upcycle) also positively influenced intention.
- Demographic factors such as being female and aged 30+ were associated with more frequent upcycling, particularly for those in art and design professions.
Research Evidence
Aim: What are the key factors influencing the intention and practice of upcycling among makers in the UK?
Method: Quantitative survey research
Procedure: A survey was administered to UK makers, incorporating constructs from Triandis's theory of interpersonal behaviour and Ajzen's theory of planned behaviour to assess attitudes, subjective norms, perceived behavioural control, and intentions related to upcycling.
Context: UK craft and design sector
Design Principle
Promote sustainable behaviours by aligning them with individual values and social influences.
How to Apply
When developing products or services that encourage upcycling, consider how to frame messaging to enhance positive personal attitudes and showcase community engagement.
Limitations
The study's findings may be specific to the UK context and the surveyed demographic of makers, potentially limiting generalizability to other regions or broader consumer groups.
Student Guide (IB Design Technology)
Simple Explanation: People are more likely to upcycle if they think it's a good idea and if their friends and community think it's a good idea too. Women over 30 in art jobs upcycle more.
Why This Matters: This research helps understand why people choose to upcycle, which is crucial for designing products and systems that support waste reduction and circular economy principles.
Critical Thinking: How might perceived barriers to upcycling (e.g., time, skill, access to materials) interact with attitude and subjective norm to influence actual behaviour?
IA-Ready Paragraph: This research indicates that personal attitudes and social norms are significant drivers of upcycling intentions among makers. Therefore, design strategies aimed at promoting upcycling should focus on cultivating positive perceptions of the practice and leveraging social influence within relevant communities.
Project Tips
- When researching user behaviour, consider both individual beliefs and social influences.
- Use established behavioural theories to structure your research questions and analysis.
How to Use in IA
- Use the findings to justify design choices related to promoting sustainable practices, such as material selection or product lifecycle considerations.
Examiner Tips
- Demonstrate an understanding of how psychological factors (attitude, norm) influence user behaviour in your design project.
Independent Variable: ["Attitude towards upcycling","Subjective norm","Demographic characteristics (gender, age, profession)"]
Dependent Variable: ["Intention to upcycle","Frequency of upcycling"]
Controlled Variables: ["Perceived behavioural control (implied by theory)","Specific upcycling activities"]
Strengths
- Utilizes established behavioural theories for a robust framework.
- Investigates a relevant and under-researched area of sustainable practice.
Critical Questions
- To what extent do these findings apply to non-makers or different cultural contexts?
- How can design interventions effectively shift negative attitudes or weak subjective norms towards upcycling?
Extended Essay Application
- Investigate the influence of specific design features or material choices on users' attitudes towards upcycling a particular product type.
Source
Factors Influencing Upcycling for UK Makers · Sustainability · 2019 · 10.3390/su11030870