GREEN PRODUCT PERSONALITY: DEVELOPING A PRODUCT CONCEPT MADE OF RECYCLED OCEAN PLASTIC BASED ON THE COLLECTION OF CONTEXT-RELATED PERSONALITY TRAITS

Abstract

The replacement of conventional material with recyclates affects product personality, particularly regarding sustainability aspects influencing consumer behaviour. A definition of personality for products made of recyclates is missing in literature. As these products require appropriate aesthetics based on material origin to communicate the advantage concerning sustainability, there is a need for research in this regard. This paper aims to develop an adequate personality of a reusable water bottle made of ocean plastic by collecting personality traits that evoke associations related to the material's origin and sustainability. We conducted two quantitative field studies. Study 1 collected associated visual perceived attributes and context-related personality traits in order to develop and visualize a preliminary design. Study 2 evaluated the design regarding associated personality traits. The overall outcome was a product personality scale consisting of 23 items plus a concrete design recommendation for a water bottle made of recycled ocean plastic. The assessment of degree of sustainability was strongly influenced by participants' associations with personal use, familiarity with usage and the factor of stability and resilience.