Design as a Driver for Behavioural Change: Oceans and Plastics, Approaches for a Shift Towards Sustainability

ABSTRACT

Design as a field of study and research emerged in the 1960's, a relatively recent area of academic study, however its multidisciplinary characteristics demonstrate that it has become a field of major importance in various types of research problems on other areas of study. We are living a pandemic scenario unveiled by Covid-19 that made governments and societies change their ways of living, working, and interacting. On a Planet in which humanity's overconsumption and overproduction endangered the biological regeneration of the natural habitats, these changes demonstrate the possibility to transform behavioural habits and mindsets towards a more environmentally driven attitude. In this study, we researched the negative impact of plastic litter in the Oceans, a fast-growing menace that needs urgent action. Based in a comprehensive literature review, we were able to better understand the span of the problem and decided to center our approach on fast moving consumer goods, having narrowed the aim of our research to one of the most common plastic packaging items found in marine litter that results from a negative behavioural habit plastic grocery bags. Subsequently we have selected a set of food retail companies in Portugal as case studies, to access if they use new and innovative design solutions, in which careful material flow decisions, environmental concerns, acceptable consumption habits and aesthetics have been taken in consideration. Findings reveal sustainability concerns when analyzing the commitment and action plans adopted by these companies on the improvement of their environmental impacts, with the reduction in the use of raw materials or the ecodesign of their self-brand products, in which Design is a strategic element. Future work intends to follow up those actions to identify if they led the user/consumer to adopt a more sustainable and sentient behaviour.