5 Consumer’s Perception of Plastics in Everyday …
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Next, the two experiential levels (Sensorial and Associative descriptions) were
most common when describing the materials of the chosen products. However, in
case of the fit description questions, more Ecological descriptions appeared, as well
as Personality descriptions, which was expected.
However, Ecological characteristics were cited more in the context of the negative
fit question (e.g. not recyclable, not reusable, disposable, waste, etc.), whereas in the
context of a positive fit, it was more related to their personality or values (e.g. I try to
live sustainably). As the focus of this survey was on products materialized in plastic
materials, the descriptions related to ecology surfaced spontaneously, which could
fit within the current social debate.
5.4.3 Product Categories
Similar to the previous procedure, the uploaded pictures of plastic products were
assessed visually and appointed to one of ten product categories in order to facilitate a comprehensive overview and to count the occurring frequencies. A typical
product category that could be expected in the context of plastic materials, is that of
Consumables which often contain single use plastics.
Several types of products were uploaded by different respondents. For example,
regarding a positive personality fit, 13% of the respondents chose a re-usable water
bottle, 6% a bread box, 4% a smartphone cover, computer or tv remote, and 3% a cup
or flowerpot. By contrast, regarding a negative personality fit, 11% of the respondents
chose a plastic bag or a bottle, 7% packaging, 4% a bread box or pot, and 3% a cup
or a storage box.
Between the four clusters, small differences were detected on the top two of chosen
products, however, the re-usable water bottle and bread box were most popular for a
positive fit, as well as the plastic bag and bottle for a negative fit.
Table 5.4 depicts the counts of uploaded products within each product category
and within a positive or negative fit with the personality. Overall, the three first
categories in the table were uploaded most often. The greatest difference between a
positive and negative fit could be found within the product category of Consumables
that were most often negatively associated with the self. In addition, Electronics,
Kitchen Utensils and Personal/Fashion items were found more within a positive fit
compared to a negative fit.
5.4.4 Descriptive Categories × Product Categories
In order to gain more insights in the relation between Material and Fit descriptions,
the relative count of each description category (e.g. Sensorial) within each product
category was calculated for both the positive fit (Table 5.5) and the negative fit
(Table 5.6).
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Next, the two experiential levels (Sensorial and Associative descriptions) were
most common when describing the materials of the chosen products. However, in
case of the fit description questions, more Ecological descriptions appeared, as well
as Personality descriptions, which was expected.
However, Ecological characteristics were cited more in the context of the negative
fit question (e.g. not recyclable, not reusable, disposable, waste, etc.), whereas in the
context of a positive fit, it was more related to their personality or values (e.g. I try to
live sustainably). As the focus of this survey was on products materialized in plastic
materials, the descriptions related to ecology surfaced spontaneously, which could
fit within the current social debate.
5.4.3 Product Categories
Similar to the previous procedure, the uploaded pictures of plastic products were
assessed visually and appointed to one of ten product categories in order to facilitate a comprehensive overview and to count the occurring frequencies. A typical
product category that could be expected in the context of plastic materials, is that of
Consumables which often contain single use plastics.
Several types of products were uploaded by different respondents. For example,
regarding a positive personality fit, 13% of the respondents chose a re-usable water
bottle, 6% a bread box, 4% a smartphone cover, computer or tv remote, and 3% a cup
or flowerpot. By contrast, regarding a negative personality fit, 11% of the respondents
chose a plastic bag or a bottle, 7% packaging, 4% a bread box or pot, and 3% a cup
or a storage box.
Between the four clusters, small differences were detected on the top two of chosen
products, however, the re-usable water bottle and bread box were most popular for a
positive fit, as well as the plastic bag and bottle for a negative fit.
Table 5.4 depicts the counts of uploaded products within each product category
and within a positive or negative fit with the personality. Overall, the three first
categories in the table were uploaded most often. The greatest difference between a
positive and negative fit could be found within the product category of Consumables
that were most often negatively associated with the self. In addition, Electronics,
Kitchen Utensils and Personal/Fashion items were found more within a positive fit
compared to a negative fit.
5.4.4 Descriptive Categories × Product Categories
In order to gain more insights in the relation between Material and Fit descriptions,
the relative count of each description category (e.g. Sensorial) within each product
category was calculated for both the positive fit (Table 5.5) and the negative fit
(Table 5.6).