Design for Sustainable Behavior: Exploring Cultural Attributes Fostering Self-Control in an Indian Village—A Grounded Theory Approach

The escalating consumption rates and ecological footprints underscore the pressing necessity for studies on self-control. This research aims to identify cultural attributes and their role in fostering self-control. Conducted in Thiruppalaikudi Village, Tamil Nadu, India, the study employed in-person, in-depth interviews using a semi-structured questionnaire with 18 individuals who were actively participating in cultural events. Thematic analysis revealed two axial codes: a) cultural dietary habits and b) cultural observances, elucidating their significant contributions to an individual's self-control. These findings have practical implications for designing culturally sensitive strategies to promote sustainable behavior, aligning with Design for Sustainable Behavior (DfSB) principles.