Consumers' perception of recycled fibres

Last month you read my article about recycled fibres and how you can design with them. This article is about the way users perceive items made from recycled materials and which factors qualify the acceptance of a product. The information in this blog article is derived from a research done by Saxion and fits very well with my view on users’ needs.

Multiple factors define the perception of the user of which the following four are dominant:

• Type of person
• Type of product
• Material
• User context

Type of person
During the research the BSR model is used. (brand strategy research model)
This model shows different human types, the model is shown at the top of this article.

Type of product
Whether a recycled content will succeed as a textile product depends also on the type of product. Whether it is a curtain, a bag or underwear for example.

A survey was held with 108 persons on products made with recycled content.
 
Overall conclusions

• For a lot consumers recycling isn’t a factor when choosing a product, but...
• When they know it is recycled it is of importance
• An average consumer cannot see if a material is recycled, it must be told!
• People from the red and green world accept recycled material the quickest, but...
• From a different drive 
• The consumer doesn’t like recycled content for materials that are on their skin.
  

Design for Red
Material

• this type easily accepts recycled material,
  
• it is OK if it is visible that the material is recycled,

Product type

• the product must be innovative or special and be an added value for their identity,
  

Eco-minded

• this type is 'eco-minded'

• you have to clearly inform the red human type about the environment aspects.
  

Price

• price is less important

Quality

• the red human type is not so attached to quality or brandnames then the other human types

Design for Yellow
Material

• This type accepts products made from recycled material, 

Product type

• This type is conscious about 'what others think of it' when they buy something

Eco-minded

• this type is relatively 'eco-minded'

Price

• price is very important
  
• when they need to buy a product from recycled material they are not prepared to pay for it.

Quality

• the yellow human type values quality and wants to be informed about it
  
• Quality and price must be comparable to a product made of virgin material

Design for Blue
Material

• This type accepts products from recycled material less quickly then the other types

Product type

• This type buys products that strengthens his/hers status. 
• Brandnames and performance are important.

Eco-minded

• unknown

Price

• Price is not so important and must not be too cheap

Quality

• The blue human type values quality and wants to be informed about it
• Quality and price must be comparable to a product made of virgin material

Design for Green
Material

• This type accepts products made from recycled material when it is clear that the performance is better and safer. 

Product type

• This type is conscious about 'what others think of it' when they buy something
• The green human type values quality and wants to be informed about it

Eco-minded

• This type is relatively 'eco-minded'

Price

• Price is very important
• But when it is clear that the product is better and safer it will be prepared to pay more.

Quality

• This type will ask others about their experience before they buy a product
  

In the scheme below you will find what highly influences the perception and acceptance of a product by the consumer.For which type do you want to design? And why?

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Click here for the link to the Dutch research of Saxion.
Research done by:

• Ernst-Jan Goedvolk, 
  
• Niels Moshagen
  
• Caro van Laak
  
• Mart Holle
  
• Karin van Beurden