Associative Strength: A Framework for Driving Reuse Behaviour in Third Sector Organisations

Why It Matters

This research highlights a practical approach for designers and organisations aiming to improve resource efficiency. By understanding and applying principles of behaviour change, design projects can be more effectively implemented to achieve sustainability goals beyond basic recycling.

Key Finding

The study found that while most organisations focus on recycling, a specific method called 'associative strength' can help third sector groups and their partners adopt more effective reuse practices.

Key Findings

• Normative behaviour in waste management is predominantly focused on recycling.
• Third sector organisations are identified as proactive stakeholders in promoting reuse.
• The 'associative strength' framework shows potential for developing reuse behaviour within TSOs and their supply chains.

Research Evidence

Aim: Can normative behaviour towards reuse be developed within third sector organisations and their supply chains?

Method: Action Research

Procedure: A single third sector organisation was studied over one year using engaged action research. A behaviour change theoretical framework, focusing on 'associative strength', was tested to encourage reuse practices.

Context: Third sector organisations (TSOs) in the UK, focusing on waste hierarchy advancement.

Design Principle

Organisational behaviour towards resource management can be intentionally shaped through targeted interventions that build 'associative strength'.

How to Apply

When designing systems or processes for organisations, consider how to create stronger positive associations with reuse activities through education, incentives, and clear communication.

Limitations

The study focused on a single organisation, limiting generalizability. The long-term impact of the 'associative strength' framework requires further investigation.

Student Guide (IB Design Technology)

Simple Explanation: This study shows that to get people in organisations to reuse things more, you need to make reusing feel more connected and important, not just a chore.

Why This Matters: Understanding how to change behaviour is crucial for designing products and systems that are not only functional but also encourage sustainable practices.

Critical Thinking: How might the concept of 'associative strength' be adapted or applied to different types of organisations or different sustainability challenges beyond waste reuse?

IA-Ready Paragraph: This research highlights the potential of 'associative strength' as a framework for driving organisational behaviour change towards reuse, suggesting that targeted interventions can shift focus from recycling to higher-value waste management practices within third sector organisations and potentially their supply chains.

Project Tips

• Consider how your design project can influence behaviour change related to resource use.
• Explore frameworks for behaviour change, such as 'associative strength', when designing solutions for waste reduction.

How to Use in IA

• Reference this study when discussing the importance of behaviour change in achieving sustainability goals within your design project.

Examiner Tips

• Demonstrate an understanding of how behavioural science can be applied to design challenges, particularly in areas like sustainability.

Independent Variable: Interventions designed to build 'associative strength'.

Dependent Variable: Organisational behaviour towards reuse (e.g., frequency, adoption rate).

Controlled Variables: Type of organisation, existing waste management practices, supply chain network.

Strengths

• Employs action research, allowing for practical testing and refinement of a behaviour change framework.
• Focuses on a specific, often overlooked, sector (third sector) in the context of waste hierarchy.

Critical Questions

• What specific actions constitute building 'associative strength' in practice?
• How can the success of 'associative strength' be objectively measured beyond self-reported behaviour?

Extended Essay Application

• An Extended Essay could explore the application of 'associative strength' to a specific design problem, such as reducing material waste in a school or community setting, by designing and testing interventions.

Source

Organisational behaviour change towards waste reuse in the UK third sector · International Journal of Computational Methods and Experimental Measurements · 2015 · 10.2495/cmem-v3-n4-291-304