98
L. Hagedorn et al.
population of developing countries, it is ethical to assume that these nations aspire
to the same living standards that the developed countries are enjoying.
Sustainable development strategies that address these needs cannot be implemented without technological progress and new consumption strategies. However,
in the past few years, it has been observed that consumer behaviour is less sustainable
in many sectors. It is interesting to mention that more and more products are being
sold as ‘ecologically sustainable ‘certified products (Steinemann et al. 2017). Even
so, overall social consumption has become less sustainable during recent years. To
be more specific, products are used for less time than they could actually be used.
Products are thrown away before they get broken. This phenomenon is called psychological obsolescence or obsolescence of desirability (Packard and McKibben 2011).
Companies are often accused of designing products in such a way that they become
unusable prematurely in terms of function or material. There are intriguing examples
of companies that have actually been practicing this strategy of stimulating unsustainable consumer behaviours for economic gains. Apple and Samsung have already
been convicted for this behaviour (Autorità Garante della Concorrenza e del Mercato
2018).
Even so, companies are not the only responsible party. In fact, the level of usage of
products by consumers continues to decline, indicating a tendentially decreasing level
of civic responsibility in our society. The phenomenon of psychological obsolescence
is becoming a worrying reality that the industrial thinkers need to address as fast as
possible.
Product designers, who are responsible for the aesthetic perception of the products,
can and should make an important contribution in this matter as well.
One of the reasons consumers exchange products too early is the aesthetic of the
product. Consumers express themselves through the look and feel of their belongings, to satisfy the need for uniqueness through products. As mass production leads
to market saturation for a given product, this need cannot be sufficiently satisfied.
In addition, mass produced goods cannot perfectly satisfy the individual aesthetic
wishes of all consumers.
The aesthetic individualisation of products can counteract this and allow
customers to have stronger product attachment and thus use the products longer.
Consumers tend to be more willing to repair products instead of replacing them
when they have a relative high level of product attachment (Govers and Ruth
2004). The degree of consumer-product attachment is defined as “the strength of
the emotional bond a consumer experiences with a durable product” (Schifferstein
and Zwartkruis-Pelgrim 2008). At the same time, the concept of product attachment
is of great importance for companies. Customers who have a high product attachment
also have an increased connection to the manufacturing enterprise. Companies benefit
from increased customer loyalty since it generates tendentially increased repurchase
rates, increased rate of product recommendation, and an increasing brand value for
the company (Pedeliento et al. 2016). In this context, the generation of high levels of
product loyalty would consequently be more ecologically sustainable since resources
would be more efficiently used. Higher levels of product loyalty also contribute to
sustainable corporate growth.
L. Hagedorn et al.
population of developing countries, it is ethical to assume that these nations aspire
to the same living standards that the developed countries are enjoying.
Sustainable development strategies that address these needs cannot be implemented without technological progress and new consumption strategies. However,
in the past few years, it has been observed that consumer behaviour is less sustainable
in many sectors. It is interesting to mention that more and more products are being
sold as ‘ecologically sustainable ‘certified products (Steinemann et al. 2017). Even
so, overall social consumption has become less sustainable during recent years. To
be more specific, products are used for less time than they could actually be used.
Products are thrown away before they get broken. This phenomenon is called psychological obsolescence or obsolescence of desirability (Packard and McKibben 2011).
Companies are often accused of designing products in such a way that they become
unusable prematurely in terms of function or material. There are intriguing examples
of companies that have actually been practicing this strategy of stimulating unsustainable consumer behaviours for economic gains. Apple and Samsung have already
been convicted for this behaviour (Autorità Garante della Concorrenza e del Mercato
2018).
Even so, companies are not the only responsible party. In fact, the level of usage of
products by consumers continues to decline, indicating a tendentially decreasing level
of civic responsibility in our society. The phenomenon of psychological obsolescence
is becoming a worrying reality that the industrial thinkers need to address as fast as
possible.
Product designers, who are responsible for the aesthetic perception of the products,
can and should make an important contribution in this matter as well.
One of the reasons consumers exchange products too early is the aesthetic of the
product. Consumers express themselves through the look and feel of their belongings, to satisfy the need for uniqueness through products. As mass production leads
to market saturation for a given product, this need cannot be sufficiently satisfied.
In addition, mass produced goods cannot perfectly satisfy the individual aesthetic
wishes of all consumers.
The aesthetic individualisation of products can counteract this and allow
customers to have stronger product attachment and thus use the products longer.
Consumers tend to be more willing to repair products instead of replacing them
when they have a relative high level of product attachment (Govers and Ruth
2004). The degree of consumer-product attachment is defined as “the strength of
the emotional bond a consumer experiences with a durable product” (Schifferstein
and Zwartkruis-Pelgrim 2008). At the same time, the concept of product attachment
is of great importance for companies. Customers who have a high product attachment
also have an increased connection to the manufacturing enterprise. Companies benefit
from increased customer loyalty since it generates tendentially increased repurchase
rates, increased rate of product recommendation, and an increasing brand value for
the company (Pedeliento et al. 2016). In this context, the generation of high levels of
product loyalty would consequently be more ecologically sustainable since resources
would be more efficiently used. Higher levels of product loyalty also contribute to
sustainable corporate growth.