Incorporation of Circular Aspects into Product Design and Labelling: Consumer Preferences

María Bovea,Marta Braulio-Gonzalo,Victoria Pérez-Belis,Valeria Ibáñez-Forés,Pablo Juan,Carlos Díaz-Ávalos

doi:10.3390/su10072311

María Bovea, Marta Braulio-Gonzalo + Show 4 more

Open Access

https://doi.org/10.3390/su10072311

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Abstract

The transition to a circular economy requires a fundamental change in products and the way they meet consumer demands. In this context, the aim of this article is to analyse the level of importance that consumers attach to the fact that circular aspects were incorporated into a product design and to the need to communicate them on the product labelling. The aspects analysed in this study are related to durability, repairability, recycled material content, low environmental impact, fair working conditions and origin. To this end, a survey was designed and conducted with a representative sample. It was found that Spanish consumers are concerned mainly about fair working conditions during the product manufacturing and the durability of the products. A high degree of congruence was found between the level of importance attached to incorporating each aspect into the product design and including this information in the product labelling. In addition, multinomial regression models are applied to identify the consumer profiles (gender, age, household size, level of education, household income) that are more or less prone to prefer products that incorporate these aspects into their design and labelling. Household size and gender are the socio-economic variables that most affect consumer preferences.

Highlights

According to the World Business Council of Sustainable Development (WBCSD) [1], an increasing number of consumers are concerned about both the environmental impact of products and the social implications derived from their production, but still, it is unclear how relevant this group is and how strong consumers support the respective environmental and social policies
Consumer preferences for product purchases are increasingly influenced by factors associated with Durability, Repairability, Recycled material content or Low environmental impact, and with aspects related to Fair working conditions during production processes or Origin/place of production (Origin) of production
They are all related with the principles promoted by a circular economy

Summary

Introduction

According to the World Business Council of Sustainable Development (WBCSD) [1], an increasing number of consumers are concerned about both the environmental impact of products and the social implications derived from their production, but still, it is unclear how relevant this group is and how strong consumers support the respective environmental and social policies. In parallel, to promote local and fair jobs and opportunities for social integration [4] This agrees with the sustainable development goals [5] which, among others, highlight that sustainable economic growth requires societies to create the conditions that allow people to have quality jobs that stimulate the economy, while not harming the environment. The following were identified for each study: the considered product, the general study aim (identifying design requirements, labelling study or consumer preferences assessment), the analysed circular aspects (environmental or social), the year and country where the study was conducted and, the methodology applied to identify consumer demands. Social concerns are increasing worldwide, as the increase of fair-trade markets demonstrates [30], literature continues being more concerned about environmental aspects than social ones, since 42% of the reviewed studies still focused only on environmental issues (see Table 1)

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