The experiential dimension of sustainable materials

Abstract

One of the stakeholders’ prominent efforts in pursuing the circular economy is the development and utilisation of sustainable materials. At present, however, little is known about how consumers experience these materials. Thus, this research aims to investigate the experiential dimension in user-sustainable material interaction. Sustainable materials were found to consist of multiple types of materials (e.g. organic) that are made from diverse types of resources (i.e. virgin and waste). Notably, the materials are complemented with lifecycle material information. A set of sustainability attributes (e.g. abundant) were identified as the essence of the information. A thorough analysis of material information has enabled the concept of material biography to be established along with a comprehensive set of biographical descriptors encompassing the lifecycle of materials. Descriptors related to material-origin such as the ‘object origin’ (e.g. yoghurt cups) and ‘substance origin’ (e.g. recycled plastic) are commonly used to narrate particular stories and make sustainability claims. Users’ evaluation of products made of sustainable materials complemented with material-origin information includes a new type of appraisal termed as ‘systemic’. This appraisal reflects the perceived lifecycle impact of materials. A further study demonstrates that conflicting emotions on the ‘systemic’ appraisal and other appraisal themes of the materials results in users feeling ambiguous and averse to using the materials. Nevertheless, a coherent sustainability claim conveyed by multiple biographical descriptors is proven to improve the perceived instrumental quality and aesthetic quality of the materials. Therefore, this thesis argues that the experiential dimension of sustainable materials is built upon their tangible and intangible elements. The sensorial properties of materials is a tangible stimulus, whereas material biographical information is an intangible stimulus influential in steering consumers’ perception. Adding material biographical information in the form of a compelling narrative to products can be considered an efficient strategy to provide a meaningful user-sustainable material interaction.