5 Consumer’s Perception of Plastics in Everyday …
65
largely based on categories commonly found in literature (Camere and Karana 2017;
Karana et al. 2008). Next, each researcher individually assessed each respondent’s
answer—divided into separate sub-answers—and coded which categories that were
applicable to each (sub) answer. Afterwards, possible disagreements were discussed
in group to finalize the categorization and allow frequency count. Table 5.1 gives an
overview of the categories, their descriptions and some examples that were found in
the data.
Furthermore, by means of a similar procedure, all uploaded pictures were assessed
to appoint the displayed products and to count their frequencies. For increased
comprehensibility, these products were summarized in several product categories, as
shown in Table 5.2, complemented with product examples from the data.
Table 5.1 Descriptive categories derived from results of material description and fit description
Descriptive
category
Material
description
Fit description
Explanation
Examples
Sensorial
X
X
Vision, sound,
touch, etc.
Warm, soft, light,
flexible, glossy
Associative
X
X
Meanings,
interpretations
Cheap, clean,
robust, nostalgic
Ecological
X
X
Sustainable
characteristics
Durable, reusable,
recycled
Functional
X
X
Usability and
utilitarian aspects
Handy, versatile,
user friendly
Personality
X
X
Human traits
Friendly, sincere,
cheerful, vain
Shape
X
Form-related
characteristics
Rounded,
sharp-edged, square
Habit/interest
X
Habitual and
interest aspects
Fun for me, don’t
like, use a lot
Table 5.2 Examples within product categories
Consumables
Plastic bag, bottle, can, packaging, straw, shampoo bottle
Kitchen utensils
Bread box, water bottle, oven mitt, coffee machine, soap dispenser
Electronics
Computer, remote, headphone, vacuum cleaner, power bank
Office
Pen, paper cutter, calculator
Interior
Chair, doorknob, light switch, lamp, table
Personal/fashion
Shoe, glasses, watch, backpack
Toys
Dice, Playmobil
Transport
Car steering, handlebar, helmet
Garden
Flowerpot, watering can
Other
3D print, car key, CD, artwork
65
largely based on categories commonly found in literature (Camere and Karana 2017;
Karana et al. 2008). Next, each researcher individually assessed each respondent’s
answer—divided into separate sub-answers—and coded which categories that were
applicable to each (sub) answer. Afterwards, possible disagreements were discussed
in group to finalize the categorization and allow frequency count. Table 5.1 gives an
overview of the categories, their descriptions and some examples that were found in
the data.
Furthermore, by means of a similar procedure, all uploaded pictures were assessed
to appoint the displayed products and to count their frequencies. For increased
comprehensibility, these products were summarized in several product categories, as
shown in Table 5.2, complemented with product examples from the data.
Table 5.1 Descriptive categories derived from results of material description and fit description
Descriptive
category
Material
description
Fit description
Explanation
Examples
Sensorial
X
X
Vision, sound,
touch, etc.
Warm, soft, light,
flexible, glossy
Associative
X
X
Meanings,
interpretations
Cheap, clean,
robust, nostalgic
Ecological
X
X
Sustainable
characteristics
Durable, reusable,
recycled
Functional
X
X
Usability and
utilitarian aspects
Handy, versatile,
user friendly
Personality
X
X
Human traits
Friendly, sincere,
cheerful, vain
Shape
X
Form-related
characteristics
Rounded,
sharp-edged, square
Habit/interest
X
Habitual and
interest aspects
Fun for me, don’t
like, use a lot
Table 5.2 Examples within product categories
Consumables
Plastic bag, bottle, can, packaging, straw, shampoo bottle
Kitchen utensils
Bread box, water bottle, oven mitt, coffee machine, soap dispenser
Electronics
Computer, remote, headphone, vacuum cleaner, power bank
Office
Pen, paper cutter, calculator
Interior
Chair, doorknob, light switch, lamp, table
Personal/fashion
Shoe, glasses, watch, backpack
Toys
Dice, Playmobil
Transport
Car steering, handlebar, helmet
Garden
Flowerpot, watering can
Other
3D print, car key, CD, artwork