Abstract
For the transition toward a circular economy, it is essential that products are returned for reuse, refurbishing or recycling. In order to address the lack of literature on the topic from a user perspective, this paper explores how users can be stimulated to return used smartphones. Taking a Research through Design approach, we developed a novel set of “design for divestment” principles. Divestment is the process users experience when separating from a product. After introducing a conceptual model of divestment based on an extension of the Consumer Decision Process model by Blackwell, Engel, and Miniard, we describe seven empirical studies (i.e., design projects) into smartphone divestment. The studies explore factors that influence a successful divestment process. We report on a highly complex process with interrelated factors changing over time. While it is impossible to define a blueprint for an ideal divestment process, several patterns emerged such as the need to emotionally support users, to give them confidence regarding data security, and to provide information at the right moment. These unique insights contribute to consumer research (i.e., circular consumption); and by translating the insights to ten design principles for divestment, a novel contribution is made to the field of design research.
Highlights
The circular economy (CE) is a promising approach towards sustainable development [1,2]
Within the context of CE, this study focuses on design for divestment from a user perspective
While in this paper we focus on the permanent and voluntary transfer of ownership through the return of the product to manufacturers, retailers, telecom providers or other organisations’ collection channels, an array of other disposition options is available to the user, such as donating or selling, temporarily transferring ownership by lending the product or making it accessible to others, or involuntary transfer through loss [30]
Summary
The circular economy (CE) is a promising approach towards sustainable development [1,2]. The overarching question we ask in this paper is how can users be enabled and stimulated to return their products at end-of-use in order to ensure circular consumption?. Two major challenges of high-quality recovery are its “many-to-few” networks, i.e., from many dispersed users to a few collection points, and the related high degrees of uncertainty in timing, quality, and quantity of the return flows [13]. We ask: how can we contribute to reducing these uncertainties? Related to the quantity of return flows, how can we create a “culture of return,” where users routinely seek appropriate modes of disposition after use, e.g., donating at collection points or selling through a take-back scheme? We ask: how can we contribute to reducing these uncertainties? For instance, how can we stimulate users to return their products as soon as they have made the decision to replace them, thereby discouraging them from “storing and forgetting”? How can we induce users to maintain their products well, and allow them to reap a benefit when returning a high-quality product? Related to the quantity of return flows, how can we create a “culture of return,” where users routinely seek appropriate modes of disposition after use, e.g., donating at collection points or selling through a take-back scheme?
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