GREEN CREATIVE DESIGN FOSTERING A SUSTAINABLE MENTAL MODEL

DESIGN VERDE CRIATIVO PROMOVENDO UM MODELO MENTAL SUSTENTÁVEL

Abstract

Green creativity has emerged as a vital field in sustainability research, emphasizing the integration of creative processes with environmental responsibility. Literature on green creativity highlights its role in generating eco-innovations and fostering awareness of sustainable practices through design. Engagement in sustainability initiatives often depends on such creativity-driven approaches, which encourage individuals to view sustainability as part of their core values and social identity. This study explores how a creative framework based on green creativity and design techniques can effectively promote sustainable engagement. The method involved adapting a Creative Framework for the “Cidades pelo Clima” project (CpC), to engage participants in sustainable issues. It helped establish shared values and collective goals, empowering participants to actively contribute to environmental solutions. Results demonstrate that green creativity not only enhances team cohesion and motivation but also embeds sustainability into participants' mental models, fostering long-term commitment to eco-conscious behaviors. The research contributes to the field of sustainable design by showcasing how creativity can serve as a catalyst for promoting long-term engagement and fostering sustainable mental models