ABSTRACT

This chapter builds upon an understanding of culture similar to that of Taylor and Spencer-Oatey: Culture is considered to affect people's behaviour both directly and indirectly through its effect on other behavioural factors. The user's culture both provides information and a lens through which to interpret information; Culture allows people to fill in the blanks. "Dimensions of National Culture" is a tool to structure and compare national cultures. Integrating cultural considerations into product and system designs is probably one of the keys to increase the likelihood of designers influencing consumer behaviour on a global scale. There are several indications in the literature that culture plays an important role in influencing behavior. The connections between culture and behaviour presented in the literature indicate that Design for Sustainable Behaviour (DfSB) research may benefit greatly from including cultural considerations. The DfSB research draws upon concepts and insight from behavioural psychology and sociology.