Search

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., Responsible Marketing and Consumer Behavior

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., Responsible Marketing and Consumer Behavior

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., Marketing and Consumer Research

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., Marketing and Consumer Research

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., Industrial Design Engineering, Marketing and Consumer Research

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., Marketing and Consumer Research

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., Responsible Marketing and Consumer Behavior

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, Responsible Marketing and Consumer Behavior

Refurbishment is an effective strategy to extend product lifetimes in a circular economy. However, consumers believe that refurbished products are contaminated with traces of prior use, which can be indicated by the appearance (e.g., scratches) or functionality (e.g., lower battery capacity) of refurbished products. This research explores strategies to improve consumer adoption of refurbished products by reducing contamination. In a choice-based conjoint analysis, 785 participants were exposed to refurbished headphones varying in features related to contamination, warranty, and price. We tested three contamination-reducing strategies, including (1). Communication about the clean object state, (2). Eliminating signs of use (aesthetic and functional wear-and-tear) and (3). Renewing parts that touch the skin (e.g., ear-cushions). Additionally, we analysed whether different consumer groups are driven by different attributes of refurbished products. Results showed that most consumers value refurbished products that show no signs of wear-and-tear and that have parts touching the skin renewed during the refurbishment process. These attributes are even more important than the reduced price or warranty, even though these are frequently used to market refurbished products. Depending on the consumer group, other contamination-reducing strategies were of great influence. While some consumer groups highly valued that signs of prior use are eliminated through an as-new appearance, others preferred refurbished products without functional wear-and-tear. In conclusion, four design strategies to deal with contamination during multiple life cycles of refurbished products are discussed., Marketing and Consumer Research, Industrial Design Engineering, Design, Organisation and Strategy

Product repair can decrease the ecological burden of consumer electronics by lengthening their lifetimes, but it is still too rarely practised by consumers. Design for behaviour change can motivate consumers to undertake repair activities. An increased level of repair self-efficacy can nudge consumers towards repair. In two experiments, we tested the effects of a fault indication on consumers’ willingness to repair washing machines, vacuum cleaners and stick vacuum cleaners. A fault indication is a signal appearing on a product providing information about the occurring failure. For products that are relatively less likely to be repaired by a repair professional, the willingness to repair increased significantly when a fault indication was present. The perceived level of self-efficacy mediated these results. These results remained consistent among different types of product failures. Finally, we provide implications for designers and future opportunities on how to further stimulate consumers’ willingness to repair electronic products, Marketing and Consumer Research, Design, Organisation and Strategy

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., Marketing and Consumer Research, Design, Organisation and Strategy

This article explores consumers’ replacement of electronic products. A survey with 617 participants from Western Europe who had recently replaced their smartphones, vacuum cleaners, televisions or washing machines gives us insights on the age and state of products when replaced, repair considerations and the extent to which 19 reasons for replacement influenced the replacement decision. Overall, the results show that lifetimes were relatively short. Most products were replaced while they were still performing their main function, but showing a loss in performance. A majority of respondents (60%) replacing their defective product did not even consider repairing it. Interestingly, more of the respondents considered repairing a broken product (58.6%) than a partly malfunctioning one (30%). Washing machines were replaced for functional reasons while televisions were replaced because the consumers were attracted by the new features. Satiation was consistently one of the most important reasons to replace smartphones, vacuum cleaners and televisions., Marketing and Consumer Research, Design, Organisation and Strategy

Consumers have a positive attitude towards products made from recycled materials; however, they frequently end up not purchasing them. To shed light on the factors that influence consumer preferences and acceptance of products made from recycled materials, a scoping review was conducted with the following objectives: (1) to explore which factors are drivers of the acceptance of products made from recycled materials, (2) to identify and analyse potential barriers for their adoption, and (3) to formulate recommendations for future research in order to further enhance choices of alternatives made from recycled materials. The review of the results from 46 articles demonstrated that factors such as environmental benefits, perceived quality, safety, risks, emotions, and individual differences influence consumer acceptance of products made from recycled materials. The present review presents the state-of-the-art of the existing literature and future potential directions that can be fruitful for academics and practitioners interested in the topic., Marketing and Consumer Research, Design, Organisation and Strategy

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, Marketing and Consumer Research

Refurbishment is a strategy to extend products’ lifetimes. However, refurbished products that are used intimately, such as personal care products, feel uncomfortable to use for consumers because they are perceived to be contaminated. In fifteen in-depth interviews, we explored why consumers have contamination concerns regarding a refurbished Intense-Pulsed-Light device and how to decrease them. Participants expected refurbished personal care products with wear-and-tear to malfunction, to have a shorter product lifetime and to be contaminated. Participants’ inferences differed depending on the location and amount of wear-and-tear. 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 color to evoking associations with hygiene, 2. making wear-and-tear less visible, 3. using smooth materials, 4. minimizing the number of split lines, and 5. a clean product smell., Marketing and Consumer Research

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, The report is the deliverable of work package WPT1 D2.3 of the Interreg NW Europe funded project "TRANSFORM-CE", in which TU Delft is an active partner., Marketing and Consumer Research

This chapter describes ‘Understanding Values’, a course that teaches aspiring designers who aim to design for values to disentangle how different notions of value and values influence the design process, the design outcome, and how the outcome is evaluated. The course strives to make abstract values more tangible by asking students to analyse the values supported or hindered by an existing product-service system and how it brings or destroys value for a broad range of direct and indirect stakeholders. Various theories, methods and tools are brought forward to help them perform their analysis and come up with a more acceptable alternative value proposition. Students are also encouraged to conduct high-quality dialogues to reflect on their own values as designers, the ethics of design and the value tensions they experience during the course. These reflections in turn serve as input for the development of their own code of ethics., Marketing and Consumer Research

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., Responsible Marketing and Consumer Behavior, Design, Organisation and Strategy

Product repair can decrease the ecological burden of consumer electronics by lengthening their lifetimes, but it is still too rarely practised by consumers. Design for behaviour change can motivate consumers to undertake repair activities. An increased level of repair self-efficacy can nudge consumers towards repair. In two experiments, we tested the effects of a fault indication on consumers’ willingness to repair washing machines, vacuum cleaners and stick vacuum cleaners. A fault indication is a signal appearing on a product providing information about the occurring failure. For products that are relatively less likely to be repaired by a repair professional, the willingness to repair increased significantly when a fault indication was present. The perceived level of self-efficacy mediated these results. These results remained consistent among different types of product failures. Finally, we provide implications for designers and future opportunities on how to further stimulate consumers’ willingness to repair electronic products, Marketing and Consumer Research, Design, Organisation and Strategy

Consumers have a positive attitude towards products made from recycled materials; however, they frequently end up not purchasing them. To shed light on the factors that influence consumer preferences and acceptance of products made from recycled materials, a scoping review was conducted with the following objectives: (1) to explore which factors are drivers of the acceptance of products made from recycled materials, (2) to identify and analyse potential barriers for their adoption, and (3) to formulate recommendations for future research in order to further enhance choices of alternatives made from recycled materials. The review of the results from 46 articles demonstrated that factors such as environmental benefits, perceived quality, safety, risks, emotions, and individual differences influence consumer acceptance of products made from recycled materials. The present review presents the state-of-the-art of the existing literature and future potential directions that can be fruitful for academics and practitioners interested in the topic., Responsible Marketing and Consumer Behavior, Design, Organisation and Strategy

This article explores consumers’ replacement of electronic products. A survey with 617 participants from Western Europe who had recently replaced their smartphones, vacuum cleaners, televisions or washing machines gives us insights on the age and state of products when replaced, repair considerations and the extent to which 19 reasons for replacement influenced the replacement decision. Overall, the results show that lifetimes were relatively short. Most products were replaced while they were still performing their main function, but showing a loss in performance. A majority of respondents (60%) replacing their defective product did not even consider repairing it. Interestingly, more of the respondents considered repairing a broken product (58.6%) than a partly malfunctioning one (30%). Washing machines were replaced for functional reasons while televisions were replaced because the consumers were attracted by the new features. Satiation was consistently one of the most important reasons to replace smartphones, vacuum cleaners and televisions., Responsible Marketing and Consumer Behavior, Design, Organisation and Strategy

Refurbishment is an effective strategy to extend product lifetimes in a circular economy. However, consumers believe that refurbished products are contaminated with traces of prior use, which can be indicated by the appearance (e.g., scratches) or functionality (e.g., lower battery capacity) of refurbished products. This research explores strategies to improve consumer adoption of refurbished products by reducing contamination. In a choice-based conjoint analysis, 785 participants were exposed to refurbished headphones varying in features related to contamination, warranty, and price. We tested three contamination-reducing strategies, including (1). Communication about the clean object state, (2). Eliminating signs of use (aesthetic and functional wear-and-tear) and (3). Renewing parts that touch the skin (e.g., ear-cushions). Additionally, we analysed whether different consumer groups are driven by different attributes of refurbished products. Results showed that most consumers value refurbished products that show no signs of wear-and-tear and that have parts touching the skin renewed during the refurbishment process. These attributes are even more important than the reduced price or warranty, even though these are frequently used to market refurbished products. Depending on the consumer group, other contamination-reducing strategies were of great influence. While some consumer groups highly valued that signs of prior use are eliminated through an as-new appearance, others preferred refurbished products without functional wear-and-tear. In conclusion, four design strategies to deal with contamination during multiple life cycles of refurbished products are discussed., Marketing and Consumer Research, Design, Organisation and Strategy

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., Marketing and Consumer Research

This research investigates how a durable and attractive product appearance, the perceived contamination risk, and consumers' environmental concern influence the purchase intentions of refurbished products. Consumers often have lower purchase intentions of refurbished products because they associate them with lower durability and fear that they are contaminated with a former user's traces. The environmental friendliness and lower price incentivise consumers to purchase refurbished products. Limitations of prior research are that it has focused strongly on qualitative research, and a comparison to the factors influencing the adoption of new products is lacking. This research contributes by investigating which factors significantly influence the purchase intentions of refurbished products. It additionally aims to uncover how these factors differ from those influencing purchase intentions of new products. In an online survey, we exposed 351 participants to a blender or headphones and informed them that product was either new or refurbished. Two versions for each product were created to vary in terms durability and attractiveness. Participants rated multi-item constructs on products' durability, attractiveness, contamination risk, their environmental concern and indicated their purchase intentions. The results indicate that product-related factors, such as durability and attractiveness, are important across the different phases of a circular life. Other factors, such as the contamination risk and the consumers' environmental concern, however, play an essential role in the decision to purchase refurbished products specifically. Underlining the cleanness of refurbished products and that they are a sustainable choice could be worthwhile strategies for increasing the desirability of refurbished products., Marketing and Consumer Research, Design, Organisation and Strategy

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, Responsible Marketing and Consumer Behavior, Design, Organisation and Strategy

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., Marketing and Consumer Research, Design, Organisation and Strategy

Many products are disposed of before they have reached the end of their functional life. New technological developments and trends in fashion seem to accelerate consumers’ replacement of products. From an environmental perspective, such early replacement is undesirable. In this paper, we emphasize that product replacement is not only based on rational decision making. Emotional, functional, social, epistemic and conditional values can influence the value trade-offs that consumers make during the decision to either retain an owned product or replace it with a new one. Several strategies are discussed that can increase the owned product's values and stimulate retention via product attachment, sustaining aesthetic value, stimulating product care and maintenance, and enabling upgradeability., Marketing and Consumer Research, Design, Organisation and Strategy

Many products are disposed of before they have reached the end of their functional life. New technological developments and trends in fashion seem to accelerate consumers’ replacement of products. From an environmental perspective, such early replacement is undesirable. In this paper, we emphasize that product replacement is not only based on rational decision making. Emotional, functional, social, epistemic and conditional values can influence the value trade-offs that consumers make during the decision to either retain an owned product or replace it with a new one. Several strategies are discussed that can increase the owned product's values and stimulate retention via product attachment, sustaining aesthetic value, stimulating product care and maintenance, and enabling upgradeability., Responsible Marketing and Consumer Behavior, Design, Organisation and Strategy

Styles in design have a strong evocative power for consumers and are commonly used by brands to communicate specific associations of ideas. This article describes the style elements and the associations related to a contemporary style in graphic design: the neo-retro style. We argue that this style is linked to the hipster subculture but used in a broader context. Complementary methods were used to progressively determine the styling elements and the values related to this style. Study 1, a multi-method qualitative study using creative sessions and content analysis, yields a description of the formative elements of the neo-retro style from both an analytical (structure, graphics, and information) and a holistic perspective (naturalness, harmony, elaborateness). In study 2, we designed eight coffee packages manipulating structural and graphical elements, namely the presence of ornaments, texture and variation in typefaces, and tested the associations evoked by these elements among 251 participants. The results first confirm quantitatively that these elements are evocative of the neo-retro style. We also show that this style is associated with values such as authenticity and craftsmanship and as such with the hipster subculture. The study contributes to theory and practice in the fields of design and brand management and shows that packaging elements can be manipulated to evoke values in the marketplace., Marketing and Consumer Research

The prior use and age make refurbished products a less desirable option because they are perceived to be of lower quality, to have a reduced performance and a less attractive appearance. This research investigates one strategy on how to enhance the appearance of refurbished products and thereby encourage circular consumption via refurbishment. In 21 in-depth interviews, we explore whether embodying refurbished products in a timeless design can serve as a potential strategy to influence consumer acceptance of refurbished products. Specifically, we examined two design styles that were proposed as timeless: the neo-retro design style, which evokes nostalgia and benefits from associations with the past, and the simplistic design style, that is independent of cultural or time-related cues. Our findings provided qualitative support that the neo-retro and the simplistic design styles can improve consumers' evaluations of refurbished products. Both design styles were considered to be timeless and elicited favorable associations in consumers. While refurbished products, following a neo-retro design style, evoked positive associations with old products, such as feelings of nostalgia and the good quality of the past, simplistic products benefited from associations with durability and associations with high-quality brands., Marketing and Consumer Research, Design, Organisation and Strategy

Styles in design have a strong evocative power for consumers and are commonly used by brands to communicate specific associations of ideas. This article describes the style elements and the associations related to a contemporary style in graphic design: the neo-retro style. We argue that this style is linked to the hipster subculture but used in a broader context. Complementary methods were used to progressively determine the styling elements and the values related to this style. Study 1, a multi-method qualitative study using creative sessions and content analysis, yields a description of the formative elements of the neo-retro style from both an analytical (structure, graphics, and information) and a holistic perspective (naturalness, harmony, elaborateness). In study 2, we designed eight coffee packages manipulating structural and graphical elements, namely the presence of ornaments, texture and variation in typefaces, and tested the associations evoked by these elements among 251 participants. The results first confirm quantitatively that these elements are evocative of the neo-retro style. We also show that this style is associated with values such as authenticity and craftsmanship and as such with the hipster subculture. The study contributes to theory and practice in the fields of design and brand management and shows that packaging elements can be manipulated to evoke values in the marketplace., Responsible Marketing and Consumer Behavior

The prior use and age make refurbished products a less desirable option because they are perceived to be of lower quality, to have a reduced performance and a less attractive appearance. This research investigates one strategy on how to enhance the appearance of refurbished products and thereby encourage circular consumption via refurbishment. In 21 in-depth interviews, we explore whether embodying refurbished products in a timeless design can serve as a potential strategy to influence consumer acceptance of refurbished products. Specifically, we examined two design styles that were proposed as timeless: the neo-retro design style, which evokes nostalgia and benefits from associations with the past, and the simplistic design style, that is independent of cultural or time-related cues. Our findings provided qualitative support that the neo-retro and the simplistic design styles can improve consumers' evaluations of refurbished products. Both design styles were considered to be timeless and elicited favorable associations in consumers. While refurbished products, following a neo-retro design style, evoked positive associations with old products, such as feelings of nostalgia and the good quality of the past, simplistic products benefited from associations with durability and associations with high-quality brands., Responsible Marketing and Consumer Behavior, Design, Organisation and Strategy

This research explores a new pathway to improve consumer acceptance of refurbished products that is inspired by the positive evocations of other used products, such as antique products. Currently, the prior use and age of refurbished products make them a less desirable option because they are perceived to be of lower quality, to have a reduced performance and to be out of fashion more quickly than new products. In contrast, antiques are associated with durability, uniqueness and timelessness despite their prior use and considerable age. In 21 in-depth interviews with consumers, we compared refurbished products with antiques and explored whether refurbished products with a design style evoking the past – the neo-retro style – can lead to more positive associations than refurbished products with a prototypical design style. Our findings provided preliminary support for the value of a neo-retro design style for improving consumers' evaluations of refurbished products. Refurbished products and antiques differ in age, technology and the purpose of having them. Antiques have an emotional value and are kept because of the story and historic values, the appearance and/or durability; refurbished products are kept for purely functional reasons. Similar to antiques, refurbished products following a neo-retro design style do not only evoke more positive associations with old products, such as feelings of nostalgia but can also decrease risks associated with refurbished products as they are perceived to be of higher quality and more durable than refurbished products following a prototypical design style, Marketing and Consumer Research, Product Innovatie Management

The environmental burden of packaging is huge. However, redesigning packaging to make it more sustainable without damaging its other functions is not always easy and can have a negative impact on consumers’ choice. In this paper, we adopt a user-perspective and test the effects of packaging appearance and a better eco-label on consumers’ responses. Based on the literature, we designed an eco- label using a traffic light system with an objective sustainability score enabling to compare the sustainability of different packages. The results of our experimental study (N=120) show that while a sustainable (vs. typical) appearance in packaging has a positive effect on perceived sustainability, it has a negative effect on perceived usability. However, we demonstrate that the presence of a high score on the eco-label positively impacts the perceived sustainability of both the sustainable and the typical packages and the choice intentions. This eco-label also enabled to mitigate the negative effects of the sustainable appearance on perceived usability. Designers and policy-makers can use the results of this paper to positively influence evaluations of and choice for sustainable packaging., Servicedesk Library / SID, Marketing and Consumer Research

This research explores a new pathway to improve consumer acceptance of refurbished products that is inspired by the positive evocations of other used products, such as antique products. Currently, the prior use and age of refurbished products make them a less desirable option because they are perceived to be of lower quality, to have a reduced performance and to be out of fashion more quickly than new products. In contrast, antiques are associated with durability, uniqueness and timelessness despite their prior use and considerable age. In 21 in-depth interviews with consumers, we compared refurbished products with antiques and explored whether refurbished products with a design style evoking the past – the neo-retro style – can lead to more positive associations than refurbished products with a prototypical design style. Our findings provided preliminary support for the value of a neo-retro design style for improving consumers' evaluations of refurbished products. Refurbished products and antiques differ in age, technology and the purpose of having them. Antiques have an emotional value and are kept because of the story and historic values, the appearance and/or durability; refurbished products are kept for purely functional reasons. Similar to antiques, refurbished products following a neo-retro design style do not only evoke more positive associations with old products, such as feelings of nostalgia but can also decrease risks associated with refurbished products as they are perceived to be of higher quality and more durable than refurbished products following a prototypical design style, Marketing and Consumer Research

The environmental burden of packaging is huge. However, redesigning packaging to make it more sustainable without damaging its other functions is not always easy and can have a negative impact on consumers’ choice. In this paper, we adopt a user-perspective and test the effects of packaging appearance and a better eco-label on consumers’ responses. Based on the literature, we designed an eco- label using a traffic light system with an objective sustainability score enabling to compare the sustainability of different packages. The results of our experimental study (N=120) show that while a sustainable (vs. typical) appearance in packaging has a positive effect on perceived sustainability, it has a negative effect on perceived usability. However, we demonstrate that the presence of a high score on the eco-label positively impacts the perceived sustainability of both the sustainable and the typical packages and the choice intentions. This eco-label also enabled to mitigate the negative effects of the sustainable appearance on perceived usability. Designers and policy-makers can use the results of this paper to positively influence evaluations of and choice for sustainable packaging., Servicedesk Library / SID, Responsible Marketing and Consumer Behavior

This research examines proximity as a new interesting strategy to include in the design of more sustainable products. Drawing from the construal level theory, we posit that the environmental sustainability of a product embedding a form of proximity to an environmental solution in its design will be perceived as more concrete and will trigger higher prosocial product experience. To test this assumption, we used spatial proximity by manipulating the location from where the recycled plastic of a bottle of dishwashing soap was reclaimed. Based on the responses of 130 individuals recruited from a panel of consumers, we found that product environmental sustainability is perceived as more concrete and prosocial product experience is higher when proximity is embedded in product design than when far distance or no distance are embedded in the product design. This paper contributes by investigating how product design itself can help to enhance the acceptance of more sustainable products and by applying the Construal Level Theory to the field of product design., Marketing and Consumer Research

This research examines proximity as a new interesting strategy to include in the design of more sustainable products. Drawing from the construal level theory, we posit that the environmental sustainability of a product embedding a form of proximity to an environmental solution in its design will be perceived as more concrete and will trigger higher prosocial product experience. To test this assumption, we used spatial proximity by manipulating the location from where the recycled plastic of a bottle of dishwashing soap was reclaimed. Based on the responses of 130 individuals recruited from a panel of consumers, we found that product environmental sustainability is perceived as more concrete and prosocial product experience is higher when proximity is embedded in product design than when far distance or no distance are embedded in the product design. This paper contributes by investigating how product design itself can help to enhance the acceptance of more sustainable products and by applying the Construal Level Theory to the field of product design., Marketing and Consumer Research