Despite their environmental benefits, products made from recycled materials are not readily adopted. Prior studies focused on improving consumer adoption via product attributes and marketing elements, but the impact of product appearance remains a gap in the literature. This research contributes by investigating how observability of the recycled content, as a product appearance intervention, influences consumer adoption of products made from recycled materials. Building on the integrated conceptual framework for consumer response to the visual domain in product design, the findings from three experiments (n1=162, n2=219, n3=320) demonstrate that observability of the recycled content leads to higher purchase intentions (Studies 1, 2 and 3). The underlying process for this effect is that these observable appearance cues trigger identity signaling (Studies 2 and 3). This effect is stronger when the consumption context is public (Study 3). These findings enable practitioners to enhance adoption of these products through altering their appearance.@en

Information technologies promise to make products and services more efficient and sustainable, yet the ICT industry has a substantial ecological footprint that is only expected to grow. This calls for actions beyond improving product efficiency. To this end, we explore whether demand for data can be moderated by encouraging ‘sufficient’ usage. We combine behaviour change theories with a critical design approach and conduct a Research through Design exploration of online consumption speculating about possible directions for reducing data use. Partnering with an internet service provider, we designed and tested with end users a set of three provotypes embodying data-sufficient design directions. We reflect on the results to argue that across the entire system of stakeholders, there is insufficient awareness of the environmental impact of data technologies. Further, we conclude by highlighting that contrary to the belief that interventions aimed at reducing consumption harm user experience, our results show that moderating data intake might actually even improve it.@en

This research investigates consumers’ perception of two main types of reusable packaging systems: refillable and returnable packaging systems. An online experiment was conducted with Dutch consumers (n=250) in which attitudinal and behavioural responses to two reusable packaging systems were compared to the responses to disposable packaging. We created three types of packaging (disposable, refillable and returnable) for either food (ketchup) and non-food (shampoo) products. Results showed that consumers evaluate refillable and returnable packaging positively. Three benefits (environmental benefits, anticipated conscience and enjoyment) and three risks (contamination, complexity and performance risks) of reusable packaging are measured in this study. This research contributes to theunderstanding of consumers’ perception of reusable packaging systems, which can help future designers and companies to design their systems more effectively.@en

Reusable packaging systems are emerging as a promising solution to combat the growing issue of packaging waste. While consumers generally recognise the environmental advantages of reuse, their actual reuse behaviours may result in insufficient reuse and an unintentional undermining of sustainability efforts. We conducted two creative workshops, created a large number of potential design interventions and further developed them into 16 design strategies for consumers' continued usage of RPSs through thematic analysis. These findings can inspire future research and the development of RPSs.@en

With growing awareness of packaging waste and pollution, reusable packaging systems (RPSs) appear to be a solution to mitigate the environmental impact of single-use packaging. Nevertheless, RPSs only become less environmentally harmful than single-use after each packaging is reused a minimum number of times, which is defined as the environmental break-even point (e-BEP). A lack of knowledge regarding this critical threshold may lead consumers to be overly optimistic about their reuse behaviour, resulting in insufficient reuse. Communicating e-BEPs can motivate conscious reuse but may also have drawbacks. We used a mixed-method approach consisting of an experiment (N = 276) with four e-BEP conditions (absent, low, medium and high) followed by open-ended questions. The quantitative findings showed that regardless of the e-BEP level, consumers neglected the efforts it implied and consistently exhibited positive perceptions. Nevertheless, the qualitative findings revealed several misperceptions of e-BEPs due to limited understanding. In a subsequent post-test (N = 208), we uncovered the role of consumers’ prior experience with reusable packaging on their evaluations and behavioural intentions. Experienced consumers who have used reusable packaging seem to be more aware of specific challenges in reuse. They exhibited heightened green scepticism and reduced perceived consumer effectiveness in response to high (versus low) e-BEPs. Conversely, inexperienced consumers appeared unaffected by e-BEP conditions. Based on these results, we proposed the potential effect of e-BEPs on consumer evaluations and derived theoretical and practical implications to encourage sustained reuse behaviour in the long run.@en

Refurbishment can extend the lifetime of an electronic product and reduce its environmental footprint. However, consumers often perceive refurbished electronics as less attractive than new ones, resulting in lower purchase intentions. While prior research has identified several factors that influence consumer choices regarding refurbished electronics, we lack understanding of the interrelations between the different factors related to the consumer, product and context. To model the complex interplay of the factors involved in the intention to purchase refurbished speakers and earbuds, we conducted a survey with 1801 participants. A network encompassing both product categories revealed that the most central factors influencing the intention to purchase refurbished electronics were the product category, the perceived risk and the perception that refurbished electronics are uncomfortable to use because they remind the consumer of their prior user (territorial contamination). For refurbished earbuds, participants' concerns about territorial and hygienic contamination had the strongest negative relations to purchase intentions. For refurbished speakers, the purchase intentions were most negatively related to their perceived risk and positively related to their financial attractiveness. Hence, strategies aiming to enhance the consumer acceptance of refurbished electronics should aim at reducing risks and contamination concerns. Potential strategies to reduce the risks associated with refurbished electronics are discussed.@en

This research investigates how consumers evaluate returnable packaging for fast-moving consumer goods. Through three online studies, we analysed how returnable packaging influences consumer behavioural intentions (intention to recommend and repurchase intention), overall attitudes and product perceptions (attitude towards the product, perceived product quality, packaging convenience and perceived contamination), and the perceived environment-friendliness of the packaging. The results demonstrate that consumers, overall, rate returnable packaging more positively than single-use packaging, regardless of the type of single-use packaging (conventional or recycled plastic), the appearance of the returnable packaging (identical or different to the single-use packaging), and whether the type of product inside is non-sensitive or sensitive (a bottle of all-purpose cleaner vs. a pot of Greek-style yoghurt). Finally, the relevance and limitations of these results are discussed and their practical implications for managers, packaging designers and retailers are highlighted.

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Current production and consumption patterns of consumer electronics have a negative impact on our environment. Designers can contribute to changing these patterns with more sustainable product design. Prolonging product lifetimes can have a positive impact, for which repair is a promising solution. However, the fact that a product can be physically repaired does not mean that users will act accordingly. Users generally have a low ability to repair consumer electronics. We suggest that design interventions may increase users’ can-do repair mentality, leading to a higher intention to repair. In three experiments, we tested the effect of a design intervention, namely the presence of a fault indication, on users’ willingness to repair. Our results showed a significantly higher willingness to repair in the presence of a fault indication, which is explained by a higher level of perceived self-efficacy (i.e., a can-do attitude). However, this result only holds true for products that are relatively less likely to be professionally repaired, such as coffee makers and (handstick cordless) vacuum cleaners, and not for washing machines, which are more likely to be professionally repaired. We end with practical design implications, limitations, and future research directions.@en

Modularity represents a promising design strategy for product lifetime extension. Yet, the fact that products are physically designed to be repaired via such a modular design, does not mean consumers will act accordingly. Past research demonstrated promising results with current modular smartphone users. However, these users may not necessarily reflect the average consumer because modular products are not (yet) the norm. Two experiments were set up to test the effect of modularity on consumers’ likeliness to repair and to investigate which specific design cues can encourage consumers to execute DIY (‘do-it-yourself’) repair. The first study shows that a modular design increased the general likeliness to repair and decreased the task difficulty compared to a conventional design. Interestingly, the likeliness to use professional repair increased for modular smartphones, while the likeliness to DIY repair remained low. For DIY repair, consumers thus may need more support. The second study shows that facilitating design cues on the inside of a modular smartphone increased consumers' likeliness to consider DIY repair. Our results are relevant for practitioners aiming to increase electronic product DIY repair.@en

Reusable packaging systems (RPSs) show promise in replacing single-use packages by extending the packaging lifetime and significantly reducing waste. Yet, knowledge about consumer behaviour in the adoption of RPSs is scarce. We present in-depth insights into how consumers perceive RPSs as a new shopping pattern for fast-moving consumer goods (FMCGs). Our findings reveal that consumers’ high willingness to adopt RPSs stems from their awareness of waste and their desire to reduce it. Nevertheless, various reasons can complicate the process of adoption. First, consumers perceive reduced behavioural control in this new shopping pattern and are reluctant to invest extra effort or alter routines. Next, consumers weigh economic benefits to compare alternatives at the point of purchase and are generally unwilling to pay a premium for RPSs. In addition, even though consumers trust the hygienic standard of the RPS, they raise contamination concerns when they notice spillage, other consumers’ improper use and signs of usage generated on the packaging. In terms of environmental impact, consumers experience positive feelings about reducing packaging waste but also perceive the environmental impact as vague and doubt the effectiveness of their reuse behaviour. To encourage the adoption of RPSs, these barriers need to be addressed via design and marketing interventions.@en

Reusable packaging systems (RPSs) can significantly reduce single-use packaging waste. However, knowledge about consumers’ adoption of this kind of packaging is scarce. We adopted a qualitative approach using in-depth interviews with consumers (n = 27) who had actually used an RPS and follow-up phone interviews to capture consumer behaviour at home. This exploratory study examines how packaging and system design not only influence usage by consumers but also serve as enablers and barriers for consumers at different stages of the consumption process. Our findings uncover that although consumers generally exhibited positive attitudes and good feelings about reducing packaging waste by using an RPS, they also raised concerns, such as about product quality, safety, contamination and financial investments, and they expressed scepticism about the environmental impacts through using the system and reported inconveniences at different stages. These results provide a comprehensive understanding of consumers’ perceptions of RPSs and can facilitate further development.

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Long-lasting electronic products contribute to a sustainable society; however, both expected and actual lifetimes are in decline. This research provides in-depth insights into consumers’ considerations about product lifetimes, barriers to extending lifetimes, and responses to a product lifetime label. Results of interviews (n = 22) with Dutch consumers suggest a positive view on long-lasting products. Nevertheless, their products’ value depreciated during their lifetimes. Consumers consider themselves unable to estimate how long products should last, which can be detrimental as low expectations tend to negatively influence actual lifetimes. Also, use intensity and consumers’ care(less) behavior influence the lifetime. To extend product lifetimes, consumers often disregard the option of repairing malfunctioning products. They have limited knowledge and ability, and believe repair provides poor value for money. Lifetime extension can also be hindered by market-related factors, such as convenient replacement services, new technological developments, and (attractive) deals. We suggest a product lifetime label should contain relevant and reliable information; furthermore, we recommend including (extended) warranty information. When information about repairability is included, potential negative responses should be considered. Finally, raising awareness about the environmental impact of short-lived products via a label may have a positive effect but requires more research attention@en

The question of prolonging the lifetime of food packages before they are disposed of has largely been overlooked. Yet, reusing packaging could bring interesting environmental benefits. In this research, we take a consumer perspective and test whether returnable packaging for fast-moving consumer goods (FMCG) has the potential to be adopted by consumers. The results of two experimental studies show that evaluations of returnable packaging are generally positive. Consumers perceive returnable packages as much more eco-friendly than their disposable counterparts, and the product inside as more qualitative even though the tested products were sensitive (i.e. yoghurt and ice-cream). In addition, they are more likely to recommend a product sold in a returnable packaging and high environmentally concerned individuals are more likely to repurchase it. However, when signs of usage resulting from multiple uses were introduced on the returnable packaging, attitudes were generally less positive and individuals were also less likely to recommend and repurchase the product. These results highlight the importance of downplaying the negative effects of signs of usage in the design of returnable packaging. @en

There is consensus that product lifetimes are generally decreasing. To create a sustainable society, the circular economy promotes slowing down the use of resources by lengthening product lifetimes. This is especially important for electronic products that are energy-intensive in their production phase and create vast amounts of waste after use. While design strategies have been proposed to lengthen product lifetimes, it is unclear whether consumers deem them effective. This paper proposes an overview of lifetime extension strategies for electronic products and reports the results of a quantitative study with 617 participants who were asked to evaluate the extent to which these strategies could have extended the lifetime of a recently replaced product. Results indicate that the durability / reliability strategy is most effective. However, consumers are not yet convinced of the effectiveness of most strategies@en

Consumers’ expectations about product lifetimes have an influence on the actual lifetimes. Promoting repairability and a product lifetime label can potentially encourage consumers to extend product lifetimes. In this paper, we present in-depth insights in how consumers make estimations about product lifetimes, and their attitudes towards repairability and a product lifetime label. Our results reveal that consumers feel unable to make a well-informed estimation about the product lifetime, have negative associations with product repairability, and have concerns about how use intensity and use behavior can be taken into account on a label. Additionally, displaying a minimum number of years on a label may cause unintentional rebound effects. @en

The circular economy can reduce the environmental footprint of today’s consumption and close the resource loop through circular material flows. Companies are encouraged to fol- low circular principles, such as using more recycled plastic materials. This initiative seems promising; however, it will only be successful if consumers are willing to adopt productsthat are made from recycled plastics. Consumers often have a positive image of products made from recycled plastics; however, they are also concerned about the perceived product risks. How can companies increase the appeal of recycled plastics to consumers? In this paper, we propose a set of seven guidelines intended to highlight the value of products
made from recycled plastics, tackle any perceived risks, and thereby enhance consumer acceptance of such products. Specifically, we highlight how aspects related to product design, marketing elements and business models, can increase consumer evaluations and adoption of products made from recycled plastics. The proposed guidelines provide future directions that could be inspiring for both academics and managers interested in the topics of consumer behaviour, circular economy, and sustainability@en

Refurbishment is an effective circular strategy to lengthen a product’s lifetime. However, refurbished products that are intimately used, such as personal care products, cause a feeling of unease in consumers because they are perceived to be contaminated. In 15 in-depth online interviews with female users of intense pulsed light (IPL) device living in the Netherlands, we explored why consumers have contamination concerns regarding an IPL device and proposed strategies to decrease these. Participants felt that refurbished personal care products with signs of wear-and-tear were a riskier choice and expected that the device would malfunction, have a shorter product lifetime, and would be contaminated due to the previous use. Based on the location and amount of wear-and-tear, participants made inferences on how the prior user had treated the device. While light wear-and-tear indicated normal use, heavy wear-and-tear was interpreted as a sign of bad treatment by the previous user. To keep refurbished personal care products at their highest value, we suggest five design strategies to minimize contamination concerns by designing a product that smells and looks hygienic after multiple lifecycles: (1) using colors that evoke associations with hygiene, (2) making signs of wear-and-tear less visible, (3) using smooth (cleanable) materials, (4) minimizing the number of split lines in the product, and (5) giving refurbished products a clean product smell. For refurbished personal care products with signs of wear-and-tear that cannot be eliminated, we propose mitigating consumers’ contamination concerns with marketing strategies, such as fostering a good brand image, offering refurbished products at a lower price, with an extended warranty, and underlining expert check-ups and standards during refurbishment.@en

This report provides an overview of the individual and contextual factors that have been found to influence households’ recycling and sorting of their waste, including recycling of plastic waste. It also unveils a comprehensive overview on how specific intervention strategies could encourage households to recycle more frequently and effectively. Finally, the academic report includes guidelines that can help foster households’ recycling and sorting behaviour@en