DESIGN WITH SUSTAINABLE MATERIALS: PREDICTING CONSUMER PERCEPTION OF BIOBASED COMPOSITES

The product designer's role in promoting sustainable materials is crucial, as designers make material selections for products on behalf of consumers. In this study, we examine this assertion of designers' ability to empathise with consumers and investigate if their perception of biobased composites aligns with that of consumers. A perception framework for biobased composites, proposed in prior research, is applied in this study to predict consumer perception of materials. The roles of various visual/tactile factors that affect crucial perceptual attributes (beauty, naturality, strength and value) are also examined. An evident perceptual incongruity between designers and consumers was observed, diminishing the claim of designers' ability to empathise with consumers in the remit of biobased composites. It is also noted that the proposed perception framework generates reliable predictions of consumer perception for biobased composites and can thus assist designers in material selection.