333.7 Natürliche Ressourcen, Energie und Umwelt
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Institut
The aim of this paper is to determine how a carbon footprint label for grocery products can be designed to facilitate a sustainable consumption behaviour. Therefore, a mixed-method approach was used consisting out of a review of relevant literature and an explorative quantitative survey with n=158 participants. It was found that consumers generally have a positive attitude towards carbon labelling, but they lack understanding of the term, its underlying concepts and the emissions caused by grocery products. In regard to the design criteria of a carbon label, labels with a coloured scale are preferred most by consumers. Also, the mechanisms of consumer behaviour imply that not all parts of the behaviour are visible and controllable for individuals themselves. The concluding concept proposal summarises important criteria of a carbon labelling system that has the goal to educate consumers and facilitate a lower carbon consumption behaviour, such as a simple visual design, the use of a colour scale, a design enabling a comparison, the provision of a link to further information, the public enforcement of the system and overall uniformity.
Intelligent Product Design
(2012)
The aim of this thesis is to generate reality-based hypotheses about the opportunities and obstacles that create the implementation of Cradle to Cradle for the companies Jules Clarysse NV and Steelcase Inc. It discusses further which marketing-mix is appropriate for Cradle to Cradle products. Therefore exploratory expert interviews have been conducted with both companies. The empirical part is introduced by a literature study. From marketing perspective, the Cradle to Cradle approach for product design is investigated while taking into account that academic literature categorizes the concept on the one hand as consistent sustainability strategy, on the other hand as sustainable design. Moreover, the broad use of the expression design, within the literature of the Cradle to Cradle founders, is analyzed. Here, Cradle to Cradle design is holding out the prospect of Triple Top Line growth, rather than meeting only the economic bottom line. In regard of aesthetics, Cradle to Cradle aspires diversity in contrast to prevailing principles of Functionalism and universal design solutions. The ‘hidden‘ design assignment of Cradle to Cradle, service design, is highlighted as sphere that should be progressed. All these considerations form the interview guideline. The interviews serve as reality check whether there result Triple Top Lines and new service models for the companies and explore how aesthetics and tools of the marketing-mix are handled in Cradle to Cradle practice.