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Can nature help save nature? Investigating the possibilities of awe-inspiring biophilic design for motivating sustainable consumption behaviour.

Hootsen, I.N. (2025) Can nature help save nature? Investigating the possibilities of awe-inspiring biophilic design for motivating sustainable consumption behaviour.

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Abstract:This study investigates via an experiment if awe evoked in a service environment can be used to directly influence consumers sustainable product choices. A positive relation has already been found between awe and engagement in sustainable behaviour, but evidence suggests that feeling nature connectedness and self-transcendent emotions is key for this relation to exist. To further investigate this expectation, this experimental study tested the effects of an awe-inspiring and a non-awe-inspiring nature design on sustainable behaviour. The relation between awe-inspiring biophilic design and sustainable consumption behaviour is investigated via a single subject experimental design [high awe-inspiring biophilic design versus low awe-inspiring biophilic design] with nature identity tested as a moderator and nature connectedness tested as a mediator. The results of the experiment show that none of the designs are related to feeling awe, nature connectedness or sustainable behaviour, but a link was found between self-transcendent emotions and nature connectedness. The results of this study give a better understanding about how feelings of awe and nature connectedness are instigated and whether these feelings can be used in a commercial setting.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Science MSc (60713)
Link to this item:https://purl.utwente.nl/essays/106421
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