MBA Thesis Analyses How Biophilic Design Promotes Sustainability Practices

23.08.2024

Roghayyeh Noorollahi’s Research Focuses on Members of Generation Z

In line with her interests in architecture and sustainability, Wittenborg graduate Roghayyeh Noorollahi chose to write her master’s thesis on how biophilic design helps promote sustainability practices among members of Generation Z. Before recently completing an MBA degree in International Management, Roghayyeh had previously studied architectural engineering in Iran.

She explains that biophilic design is an approach to architecture and interior design that seeks to connect people with nature by using elements such as natural materials, light and vegetation.

“I chose to analyse Gen Z’s interaction with biophilic design because this generation, which comprises the future workforce and decision makers, is increasingly focused on sustainability and environmental consciousness. Understanding how biophilic design aligns with their values and influences their behaviours is crucial for shaping future design practices and promoting sustainable living.”

To conduct her research, the student administered a cross-sectional survey among Iranian architecture students born between 1996 and 2005 and studying at five top-rated architectural institutions in Iran. The survey aimed to gather representative data on Generation Z's attitudes and intentions regarding biophilic design and sustainability practices. Participants were reached through direct contact with the institutions and online platforms.

In total, 82 respondents participated in the study. Based on the Theory of Planned Behavior (TPB) framework, the survey explored variables such as attitude toward biophilic design, subjective norms among Generation Z, perceived behavioral control and intention to engage in sustainable practices through biophilic design.

The research shows that biophilic design is becoming increasingly common due to its alignment with Generation Z’s values of sustainability and environmental awareness. Businesses and organisations are adopting biophilic design to create healthier, more productive environments that also enhance sustainability efforts.

“Biophilic design resonates with Generation Z as it embodies their values and aspirations for a sustainable future. It encourages practices such as environmental stewardship, innovation in sustainable technologies and holistic wellbeing. By integrating nature into design, Gen Z is motivated to advocate for sustainability in corporate practices and societal norms,” the graduate highlights.

Regarding her career plans, Roghayyeh would like to participate in projects that integrate biophilic design principles into urban development initiatives to increase wellbeing and environmental sustainability. “I also plan to work with industry leaders and policy makers to support sustainable architecture and guide young professionals in adopting innovative design solutions. Ultimately, I aspire to lead initiatives that create healthier and more sustainable environments that resonate with the values of future generations,” she underlines.