WHEN IS UPCYCLING A NO-GO?

WHEN IS UPCYCLING A NO-GO? Consumer and Buyer Behavior WS 2013/14 Course Number: 1838 h0951127 h1353453 h1353548 h0952559 word count: 4016

Table of Contents 1. Executive Summary... 3 2. Problem Definition... 4 3. Approach to the Problem... 4 4. Research Design... 5 4.1 Interview Structure... 5 4.2 Quota Plan, Location of Interviews... 5 5. Data Analysis... 6 6. Results... 7 6.1 Overall results on willingness to buy: categories... 7 6.2 Overall results on willingness to buy: products... 10 6.3 Test of equal proportions... 12 6.4 Independence test... 13 7. Limitations/Problems/Issues... 13 7.1 Limitations... 13 7.2 Problems and Issues... 13 8. Implications... 14 8.1 Increase awareness and knowledge... 14 8.2 Increase availability... 15 8.3 Consumer Education... 15 9. Conclusion... 15 10. List of graphs... 17 11. Appendix... 18 11.1 Appendix A... 18 11.2 Appendix B... 23 11.3 Appendix C... 27 2

1. Executive Summary Upcycling is a new emerging trend that serves the purpose of giving new life to items that are to be disposed or that are considered to be waste materials. Upcycling has quickly gained popularity and momentum as the latest trend in retailing business. However, as a new ground, much still stays unknown. The purpose of this research is to get deeper insights into the topic and underlying factors that define consumers behavior. In this study we will analyze possible No-Gos for upcycling and try to explain such patterns. Furthermore, specific implications on how to turn No-Gos into Gos are given. 50 structured interviews with consumers who have not necessarily bought upcycled products before were conducted in order to reveal acceptance of upcycled products among different product categories. In the interviews, people were asked whether they would consider buying specific upcycled products for themselves, their family/friends and whether their family/friends would purchase such products. Through extensive statistical analysis, it was found out that 72 percent of the interviewees are not aware of the term upcycling. However, only 68% have not bought an upcycled product before. This may be due to the fact that people do not know the term upcycling even though they may have had an experience in purchasing upcycled products. That is why one marketing implication is to increase the awareness and knowledge of upcycling. In general, Underwear/Swimwear and Care products have been uncovered to be rejected categories. However, within the latter category, soaps as a separate product were considered appropriate among interviewees. This indicates that some prejudice may exist that has to be overcome in order to make people buy products from these categories. One of the most frequently stated reason for not considering buying these products were concerns of hygiene. Therefore, companies/producers should focus more on consumer education. Some products from accepted categories have been found to be potential No-Gos (statistically not confirmed) with the explanation of does not suit the style or do not like the look. This highlights another issue connected with the concept of extended self, when consumers do not identify themselves with the upcycled product. As a marketing implication, collaborations with outlets and an increase of availability should be considered. All in all, there are a lot of interesting results still to be discovered, analyzed, tested and generalized in this area in order for upcycling to be a success in the long-run. However, the current findings indicate that it has all chances for getting consumers benevolence. 3

2. Problem Definition The term upcycling is relatively new, as it was first used by Reiner Pilz in 1994 stating that what we need is upcycling where old products are given more value not less. Upcycling is the process of converting old/discarded materials or useless products into new products of better quality and higher value. Very often, the original product is still visible in the upcycled product. Examples of upcycled products are vases made out of old glass bottles, clothes made out of old fabrics or bags made out of juice packages. Upcycling is similar to recycling in that it helps create less garbage and thus minimizing environmental impact. Yet it differs to recycling in that it involves giving something old a new use. Upcycling does therefore not only prevent wasting potentially useful materials but also reduces the need for new material to be harvested for new generations of a product. Thus, upcycling helps to reduce CO2 emissions and prevent precious resources. During the last years, upcycling has shown significant growth due to its current marketability. It may still be a niche market addressing a rather small customer base due to its specific designs and features but brands like Freitag, which grew heavily in the last decade, show that there is a huge market potential. To make the upcycling concept more popular, it is crucial to know which products are acceptable to be sold and how to market these products. In this study, we aimed at identifying products that are not appropriate for upcycling, i.e. that potential consumers are not willing to buy. Moreover, based on the outcomes of the study, implications on how to turn No-Gos into Gos, i.e. products that potential consumers would consider buying, were given. 3. Approach to the Problem To gain an understanding of the underlying reasons and motivations of consumers not buying specific upycling products, we used a qualitative research method. As upcycling is a new concept, there is not much quantitative and qualitative data available. Through a qualitative research design we were able to get deeper insights on the subject and uncover underlying motivations, beliefs and attitudes. Through structured face-to-face interviews, we used a direct way of obtaining information from different potential consumer groups. In general, our underlying intention was to find out information concerning the willingness to buy specific products, reasons for buying and not buying, the willingness to buy upcycled products as a gift and the acceptance of upcycled products among family and friends. The reasons for not buying specific products were of major importance to us, as this would give us insights on how to turn these possible No-Gos into Gos by giving appropriate implications and recommendations. We used personal face-to-face interviews structured through a questionnaire that served as a guideline for the interviewer. The questions went from more general questions, e.g. Would you buy this upcycled product? to more detailed ones like Would your friends buy this upcycled product? to an open question. By using this technique we ensured that it is easy for respondents to follow our intentions and reveal more information as they slide into the topics slowly. 4

Beforehand, research was conducted to gather a list of existing upcycled products and arrange them in product categories. This process was crucial to get an overview of upcyled products on the market and therefore create categories for an improved structure of the interview that is easy to follow for respondents. It also helped to estimate the number of questions as well as the length of the interview that is appropriate to get sufficient results. 4. Research Design 4.1 Interview Structure As already mentioned, we used structured face-to-face interviews. A questionnaire was used as a guideline to ensure that every participant was asked the same questions and therefore facilitate data analysis. The first question dealt with the term upcycling itself and whether the respondents have heard of it before. After this initial question, every participant was given a definition of upcycling. That way we made sure that every respondent had the same definition in mind when answering the following questions. The questionnaire was split into several categories based on the pre-selected product categories. Every interviewee was asked in a random order (e.g. the first interview was started with the category clothes, the second with the category furniture ) to remove possible influences based on the willingness to participate or the eagerness to answer. Within the product categories, we first asked whether they would buy a product from this category, whether they would buy it for family or friends as a gift and last, they had to estimate how many people of family/friends would buy it. Following this closed questions, the open question afterwards examined why people would/would not buy a product from this category. We focused more on the reasons for not buying as this was the aim of our study. The last question in every category dealt with specific products, e.g. in the clothes section T-Shirt, jacket, trousers etc., and which of these products they would consider buying most. This question was only asked when respondents could imagine buying any product from this category. By including this question, we tried to next to discover No-Gos uncover the most popular products. Also, it served as another way to find No-Gos within a potential Go category. The next questions dealt with demographics and included gender, age, nationality, education and income. The very last question was whether people had bought an upcycled product before. By placing this question in the end we ensured that the respondents know what upcycled products are (some respondents didn t know the term upcycling, but they did know the upcycled products itself). 4.2 Quota Plan, Location of Interviews As seen below, our quota plan consisted of a diverse gender and age structure. This was particularly important to identify different reasons for not buying specific products and identify possible difference between gender and age groups. 5

The interviews were held at one of the biggest railway stations in Vienna, Westbahnhof. This location was chosen to reach a diverse structure of respondents as well as having higher chances of convincing people to participate in the study (people have to wait for their trains at railway stations and therefore have time to participate in short interviews). The other chosen location was the Vienna University of Economics and Business where mainly students and people under the age of 26 were interviewed. Age Gender < 26 (15) 27-40 (15) 41-54 (10) > 55 (10) Male (25) 8 7 5 5 Female (25) 7 8 5 5 5. Data Analysis To start the data analysis, frequency tables and charts were created in order to obtain a descriptive idea of the dataset. For every question in the questionnaire we created bar charts to have a visual idea about the proportions in the answers of the participants (i.e. how many said yes, no and maybe). When it came to the open question Why would you not buy products from this category? we created labels in order to group similar answers making it possible to analyze the information in a quantitative way. With the descriptive statistics created we had ideas of categories and products that could be possible No-Gos (i.e. if a large number of participants would answer No when asked if they would buy from a certain category or certain product). Whenever this assumption would make sense (in categories or products) a Chi-Square test was used to test if the sample was equally distributed over the answers Yes and No. This test shows us if there is a significant difference between the number of people answering Yes and No. In the cases that the number of answers Yes/No were in fact different we would proceed with a test of independence. This test would help us to discover if there was a connection between the willingness to buy and the different demographics, the previous experience with upcycled products or the knowledge of the term Upcycled. 6

6. Results 6.1 Overall results on willingness to buy: categories Graph 1 (Question: Would you buy upcycled products from the specific categories?) From this table it can be seen that most of the categories were well accepted by interviewees when they were asked about their willingness to buy, but when it came to Care Products and Underwear/Swimwear there was some hesitation. These two categories had respectively 54% and 72% of respondents answering that they would not buy products from these categories. Moreover, the categories Furniture, Jewelry and Accessories, Kitchen Supplies and Clothes had their No answer rates between 30% and 40%, but it is still a good rate of acceptance, for reasons that are explained later. 7

Graph 2 (Question: Would you buy upcycled products from the specific categories for friends?) When asked about the willingness to buy as a gift from the same categories, the results remained, in general, similar. There was a noticeable difference mainly on the Furniture category where the number of participants not willing to buy passed the 40%, also on the Kitchen Supplies category, where the number of No answers reached 40% and on the Outdoor category where the percentage of participants not willing to buy went from 8% to 26%. During the questionnaire the interviewers asked about the reasons behind this difference in the Furniture and Outdoor categories, and based on the answer we assumed that products of these categories are not perceived as an usual gift. After looking at the categories that were not so well accepted by the consumers we tried to uncover the reasons behind this prejudice. 8

Graph 3 Graph 4 9

Graph 5 As one can see when analyzing the graphs, the common denominator for the categories presented not performing well is related to hygiene. Basically, the main concern of the consumers that rejected these categories was the fear of purchasing something that is not hygienic, and for this reason a prejudice was created in a way that the consumers would not even try buying the products to create their own opinions. In the categories not presented, including Clothes and Jewelry the most common reasons were Does not like the look and Does not fit to style, showing that there is no problem/tendency with the category as a No-Go, but it was instead a matter of personal taste of the interviewees. The graphs of the other categories can be found in the appendix. 6.2 Overall results on willingness to buy: products Furthermore we also studied the frequency of answers to each product inside the categories. Bellow is presented the graphs related to Furniture, Decoration and Care Products, the other categories can be found in the appendix (the category Underwear/Swimwear did not have any products as the category name is self-explanatory). 10

Graph 6: Furniture (Question: Would you buy these specific upcycled products?) Graph 7: Decoration (Question: Would you buy these specific upcycled products?) 11

Graph 8: Care Products (Question: Would you buy these specific upcycled products?) From these graphs we noticed a tendency for rejection of the product carpet and indecision when it comes to sofas. These are very interesting facts for our study since these products are possible No-Gos inside categories that do appear to be accepted in general. When asked about the reasons behind this rejection a common answer was that products such as sofas and carpets made out of old fabric might be not as hygienic. The underlying reason was that these are products that people normally have direct contact with. Once again the unhygienic factor is keeping people from considering buying these products. Another interesting fact is that the opposite happens when it comes to care products. Even though care products as a category has tendencies for rejection, the products itself do seem to be accepted. 6.3 Test of equal proportions After noticing the possible tendencies of rejection in the underwear and care product categories, as well as on carpets and sofas we continued the analysis with Chi-Square tests for the mentioned categories/products, and also for sponges, since it is part of the care products category that people could not imagine purchasing (soap was not studied because there were no negative responses). The Chi-Square test showed us that in reality there is no significant difference between the proportions of Yes and No answers for carpets, sofas and sponges, but that there are significant differences between the categories Care Products and Underwear/Swimwear. The SPSS outputs 12

can be found in the appendix. 6.4 Independence test After running Chi-Square tests, the study of No-Gos continued with examining a possible connection between the willingness to buy and the different demographics, the previous experience with upcycled products and the knowledge of the term Upcycling for the Care Products and Underwear/Swimwear categories. The crosstabs showed a significant difference in the Underwear/Swimwear category between more educated people (i.e. general qualification/university degree), as well as under 40 years old and people without a previous experience buying upcycled products and their eagerness to buy products of the said category. Nevertheless a study more focused in this particular category and with a larger sample should be conducted in order to take definitive conclusions. For the Care Products category, the only significant result was that people without previous experience buying upcycled products were also less eager to buy in this category. As stated before, this category had a large number of respondents with negative responses, but from the respondents that said they would buy products from this category, all of them said they would buy soaps, and 65% that they would buy sponges. This indicates that there is a strong prejudice in this category, but people that are informed and have experience with upcycled products are willing to buy care products. The SPSS outputs of both categories can also be found in the appendix. 7. Limitations/Problems/Issues 7.1 Limitations Firstly, due to the qualitative nature of the study the results cannot be generalized and should not be misunderstood to be representative for the Austrian population. Instead, they aim to give the reader in-depth insights into consumers motivations and constraints to buy upcycled products. Secondly, one should be aware of the limitations that stem from the sample. The two-dimensional quota plan regulates the distribution by age and gender but does not control for income or education. In addition, the knowledge about upcycling or the experience with upcycled products was not set as a precondition for the selection of the respondents. Third, only a pre-selected choice of product categories and products was investigated. Thus, there might also be other products categories and products that are considered No-Gos in upcycling. 7.2 Problems and Issues As nearly 70 percent of the respondents had no experience in buying upcycled products, it was very hard for many of them to imagine how upcycled products look like and therefore also to clearly tell as to whether they would buy a certain product or not. While asking about the different product categories and products there were also many questions popping up. Here are some 13

examples of the most prevalent ones: - - - - - - Do these products really exist? Does it say on the product that it is upcycled? Does it say on the product which materials were used? Where can I get such products? Are the products really of a high quality? Are there any manufacturing or quality standards? Since we were not expecting so many questions coming up there were no standard answers prepared. Thus, the risk exists that the results are biased and do not reflect the true willingness to buy. Furthermore, the question about the respondents friends ( Would your friends buy upcycled xy? ) turned out to be a question the majority of respondents had severe difficulties answering. Especially those who were inexperienced themselves could not properly give information about their friends willingness to buy. This again might be a source of error. Taking all this into account, maybe another research design would have been more appropriate in order to uncover potential No-Gos in upcycling. Setting the experience with upcyled products and knowledge about upcycling as a precondition for selecting the respondents may have minimized the risk that these are influenced by prejudices about certain product categories or products and thus may have been equipped better to give answers about which products might be No-Gos in upcycling. 8. Implications Before giving Marketing implications that can be drawn from the results one might consider the question in which direction the whole upcycling market is aiming to develop. Should it stay a niche market attracting a rather small group of consumers or should it aspire after targeting the broad mass? The following implications are designed to give upcycling companies advice on how to reach more consumers and on how to market upcycled products in order to appeal to the broad mass. 8.1 Increase awareness and knowledge 28 percent of the respondents stated that they have already heard about upcycling whereas 32 percent mentioned at the end of the interview that they have bought an upcycled product. During the interview many respondents were realizing that in fact they know about upcycling and that they have been in contact with upcycled products (mainly decoration products). In other words, many of the respondents were well aware of what upcycling is but they just did not know the term Upcycling. However, even though many respondents were realizing what is meant by upcycling they knew only very little about it. This leads to the conclusion that it is necessary to increase the awareness and knowledge of upcycling. The reason why this is so important is that only if consumers are aware of upcycling and know what it means they will ideally develop positive associations with the term and as 14

a consequence may prefer an upcycled product over another one. One possibility to increase awareness and knowledge is to publish articles on the Internet, e.g. on Social Media platforms that would allow easy sharing, or in magazines that have a high reach of consumers, such as the Austrian lifestyle magazine Woman. 8.2 Increase availability Currently, upcycled products are very hard to get which clearly infers that availability should be increased in order to reach more potential customers. This is of high importance especially for the product categories Decoration and Outdoor Equipment. In both cases 80 percent of the respondents claimed that they would buy these upcycled products, they just do not know where to get them. An increase of the availability would also make sense for the product categories Clothing and Furniture. In these categories the respondents had difficulties imagining the products and were influenced by prejudices. These prejudices mainly stem from a connection between sustainable or environmentally friendly products and a green or alternative lifestyle. Thus, the most prominent reason for not buying products of these categories were don t like the look or does not suit style. Seeing and experiencing what products are available on the market might reduce these prejudices and may increase the likelihood of purchase. In order to increase availability, collaborations with different outlets e.g. fashion outlets (P&C), furniture outlets (Kika) or DIY markets would be a possible solution for this issue. 8.3 Consumer Education The main reason for the respondents not to buy products of the two No-Go categories, Bodycare and Swimwear/Underwear, was that the respondents felt that they are unhygienic. In order to persuade consumers of impeccable hygiene and a high quality of the products, consumer education is necessary. To reduce prejudices consumers should be provided with information about the manufacturing process, quality standards and used materials. This information should not only be made available via online and offline media but also the product itself should carry a label or information booklet. Only if it can be accomplished to persuade consumers, these No-Go categories can be turned into Gos. 9. Conclusion Nowadays, with the rapidly changing lifestyle and environment, our society and many companies have started to pay more attention to the sustainability problems. Thereby, the process of upcycling appeared to become the new focus as an alternative way to produce new products of better quality. Unlike recycling, which merely prolongs the lifespan of waste and scrap materials by extending their use, upcycling moves the products up the supply chain. Upcycling has found applications in various major product categories such as furniture, clothes, jewelry, outdoor tools, etc. The main advantages that could be achieved through upcycling are developments in sustainability 15

management, regeneration of valuable materials and products, reduction in costs for waste disposal and others. However, no matter how good the potential benefits are, without the consumers willingness to buy upcycled products no results can be achieved. That is why it is crucial to figure out what products are No-Gos and what stops consumers from purchasing these products. Through our study, we found out that the categories Underwear/Swimwear as well as Care products were not acceptable among the interviewees neither as personal nor as a present purchase. The main reason for this was hygiene concerns. Therefore, we advised to focus on consumer education and state clearly that upcycled products within these categories follow hygienic standards. In addition, the previous experience was playing one of the key factors in determining consumers willingness to buy products of stated categories. As opposite to Underwear/Swimwear and Care products categories, Outdoor tools and Decorations were found to be the most favorite categories among consumers, which may signal the companies or producers to extend the product range within these categories. There were some limitations during our research due to the format and nature of the research design. Therefore, in order to generalize our conclusions, further research with deeper investigations should be conducted including clarifications for the structure and elimination of the interviewer bias. Overall, through this research we were able to uncover some intriguing facts about No-Gos within upcycled products and raise further questions regarding this matter. At this stage, no absolute conclusions should be drawn, but the direction of further analysis is settled. 16

10. List of graphs Graph 1: Would you buy upcycled products from the specific categories? Graph 2: Would you buy upcycled products from the specific categories for friends? Graph 3: Why would you not buy upcycled products from Care products category? Graph 4: Why would you not buy upcycled products from Underwear/Swimwear category? Graph 5: Why would you not buy upcycpled products from Kitchen supplies category? Graph 6: Would you buy specific product within Furniture product category? Graph 7: Would you buy specific product within Decoration category? Graph 8: Would you buy specific product within Care Product category? 17

11. Appendix 11.1 Appendix A Questionnaire: 1) Haben Sie schon von Upcycling gehört? Ja (1) Nein (2) Definition (JEDEM VORLESEN): Beim Upcycling werden Abfallprodukte oder nutzlose Stoffe in neuwertige Produkte bzw. Produkte von höherer Qualität umgewandelt. Häufig ist das ursprüngliche Produkt nach dem Upcycling im neuen Produkt erkennbar. Beispiele sind Taschen, die aus Süßigkeiten- oder Saftverpackungen hergestellt werden oder Kleidung, die durch die Verwendung von anderer Kleidung oder anderen Materialien neu designt und dadurch aufgewertet wird. KLEIDUNG (z.b. T- Shirt mit Leder- oder Jeansstoffapplikationen) 2) Würden Sie generell Upcycling Kleidung für sich selbst kaufen? 3) Würden Sie Upcycling Kleidung für Familie oder Freunde kaufen? 4) Würden Ihre Freunde Upcycling Kleidung für sich selbst kaufen? Alle Freunde / Die Meisten / Einige / Wenige / Keiner / Weiß Nicht 5) Warum? 6) Welche der folgenden Produkte würden Sie kaufen? (Mehrfachnennungen möglich) o o o o o o T- Shirt Hose Jacke Schal Hut/Kappe Sonstige: Kommentare: DEKORATION (z.b. Vase aus alten Weinflaschen, Lampe aus alten Glasflaschen, Wanduhr aus alter Schallplatte) 7) Würden Sie generell Upcycling Dekoration für sich selbst kaufen? 8) Würden Sie Upcycling Dekoration für Familie oder Freunde kaufen? 9) Würden Ihre Freunde Upcycling Dekoration für sich selbst kaufen? Alle Freunde / Die Meisten / Einige / Wenige / Keiner / Weiß Nicht 10) Warum? 18

11) Welche der folgenden Produkte würden Sie kaufen? (Mehrfachnennungen möglich) o Lampe o Wanduhr o Vase o Teppich o Sonstige: Kommentare: KÜCHENUTENSILIEN (z.b. Besteck aus altem Metall, Gläser aus alten Flaschen) 12) Würden Sie generell Upcycling Küchenutensilien für sich selbst kaufen? 13) Würden Sie Upcycling Küchenutensilien für Familie oder Freunde kaufen? Warum? 14) Würden Ihre Freunde Upcycling Küchenutensilien für sich selbst kaufen? Alle Freunde / Die Meisten / Einige / Wenige / Keiner / Weiß Nicht 15) Warum? 16) Welche der folgenden Produkte würden Sie kaufen? o Besteck o Gläser o Schneidebrett (z.b. aus altem Kunststoff) o Sonstige: Kommentare: UNTERWÄSCHE/BADEBEKLEIDUNG 17) Würden Sie generell Upcycling Unterwäsche/Badebekleidung für sich selbst kaufen? 18) Würden Sie Upcycling Unterwäsche/Badebekleidung für Familie oder Freunde kaufen? 19) Würden Ihre Freunde Upcycling Unterwäsche/Badebekleidung für sich selbst kaufen? Alle Freunde / Die Meisten / Einige / Wenige / Keiner / Weiß Nicht 20) Warum? 19

OUTDOOR- UTENSILIEN (z.b. Schneeschaufel aus alten Metall- Abfalleimern) 21) Würden Sie generell Upcycling Outdoor- Utensilien für sich selbst kaufen? 22) Würden Sie Upcycling Outdoor- Utensilien für Familie oder Freunde kaufen? 23) Würden Ihre Freunde Upcycling Outdoor- Utensilien für sich selbst kaufen? Alle Freunde / Die Meisten / Einige / Wenige / Keiner / Weiß Nicht 24) Warum? 25) Welche der folgenden Produkte würden Sie kaufen? o Schneeschaufel o Gartenutensilien o Sonstige: Kommentare: PFLEGEPRODUKTE (z.b. Seife mit geringem Anteil an Altspeiseöl, Schwämme aus recycelten Materialien) 26) Würden Sie generell Upcycling Plegeprodukte für sich selbst kaufen? 27) Würden Sie Upcycling Pflegeprodukte für Familie oder Freunde kaufen? 28) Würden Ihre Freunde Upcycling Pflegeprodukte für sich selbst kaufen? Alle Freunde / Die Meisten / Einige / Wenige / Keiner / Weiß Nicht 29) Warum? 30) Welche der folgenden Produkte würden Sie kaufen? o Seifen, z.b. mit einem Anteil aus Altspeiseöl o Schwämme, z.b. aus alten Stoffen, Schwämmen o Sonstige: Kommentare: SCHMUCK und ACCESSOIRES (z.b. Freitag Tasche aus alten LKW- Planen, Kette aus Nespresso- Kapseln) 31) Würden Sie generell Upcycling Schmuck und/oder Accessoires für sich selbst kaufen? 20

32) Würden Sie Upcycling Schmuck und/oder Accessoires für Familie oder Freunde kaufen? 33) Würden Ihre Freunde Upcycling Schmuck und/oder Accessoires für sich selbst kaufen? Alle Freunde / Die Meisten / Einige / Wenige / Keiner / Weiß Nicht 34) Warum? 35) Welche der folgenden Produkte würden Sie kaufen? o Halskette o Ringe o Taschen o Geldbörse o Sonstige: Kommentare: MÖBEL (z.b. Sofa aus alter Badewanne, Tisch aus gepressten Zeitungen) 36) Würden Sie generell Upcycling Möbel für sich selbst kaufen? 37) Würden Sie Upcycling Möbel für Familie oder Freunde kaufen? 38) Würden Ihre Freunde Upcycling Möbel für sich selbst kaufen? Alle Freunde / Die Meisten / Einige / Wenige / Keiner / Weiß Nicht 39) Warum? 40) Welche der folgenden Produkte würden Sie kaufen? o Sofas o Stühle o Tisch o Sonstige Kommentare: Darf ich Sie anschließend um ein paar statistische Angaben bitten? 1) Geschlecht: männlich (1) / weiblich (2) 2) Verraten Sie mir Ihr Alter? 3) Was ist Ihre Nationalität? 4) Was ist Ihre letzte abgeschlossene Schulbildung? - Volksschule (1) - Hauptschule (2) 21

- PolytechnischerLehrgang (3) - Lehrabschluss (4) - Matura (5) - Universitäts- / FH- Abschluss (6) - Sonstigesmit Matura (7): - Sonstigesohne Matura (8): 5) Auf dieser Liste finden Sie verschiedene Einkommenskategorien. In welche dieser 8 Kategorien würden Sie Ihr monatliches Nettohaushaltseinkommen einordnen? Sie brauchen mir nur den entsprechenden Buchstaben nennen! C..(1) F.. (2) N..(3) D.. (4) X..(5) Folgende Fragebogenhilfe der Auskunftsperson vorlegen: bis 1.000 C 1.001 2.000 F 2.001 3.000 N 3.001 4.000 D über 4.000 X 6) Haben Sie schon ein Upcycling Produkt gekauft? Wenn ja, welches? 22

11.2 Appendix B Results Graphs: Why question for each category: 23

24

Willingness to buy - products: Clothes: 25

Kitchen Supplies: Outdoor Equipment: 26

Jewelry and Accessories: 11.3 Appendix C Test of Equal Proportions: * The first Would Buy? refers to the Underwear/Swimwear category, the second Would buy? refers to the Care Products category 27

Test of independence: Underwear/Swimwear 28

29

30

Care Products 31