Junk to funk: DIY approach on sustainability

Abstract: This paper aims to uncover how relevant personal and contextual factors may inhibit or facilitate sustainable DIY activities (DIY movement) in South Korea using a qualitative methodology. DIY in Korea is very active in recycling discarded material, and that was one of the success factors of those clubs. Linking sustainability with personality, DIY became a mean of social transformation. Internet’s strong consumer decision support makes it possible to increase the consumer citizen empowerment. According to the survey conducted to Korean DIYers, the result shows sustainable consumption behavior does not always come from sustainable motivation. Some try to promote the DIY movement as a new form of consumption and a subversive political act. However, the survey result revealed that the political motivation plays a very minor role in the DIY movement at the participant level. Calling for ethics or causes to encourage sustainable consumption might be only good for a minority. Instead, emphasizing other needs such as “fun”, “self expression” and “convenience” can be much more efficient in changing consumption behavior. Also the DIY movement evokes social communication and encourages recycling.