74
L. Veelaert et al.
Regarding the descriptive categories specifically, sensorial descriptions were
found most for Office products and the fit of Electronics. Associative descriptions
occurred mainly for Electronics and the fit of Personal/Fashion items. Ecological descriptions were used primarily for Consumables and their personality fit.
Personality descriptions were found most for the fit of Interior products.
5.4.5 Positive Versus Negative Fit
The greatest increase or decrease of material descriptions between a positive and
a negative fit could be found in the case of Toys and sensorial and associative
attributes, is was a rather small product category. More differences could be found in
the fit descriptions concerning the personality characteristics that were attributed to
Consumables and Personal/Fashion products, concerning the ecological properties
of Consumables, concerning the functionality characteristics of Toys, and finally
concerning the associative characteristics of Office, Personal/Fashion products and
Toys.
5.4.6 Link to Personality Clusters
Based on the obtained information of the previous Sections, the four personality
clusters could be further detailed and described.
Cluster 1—Active Functionalists
Respondents within Cluster 1 are active and emotional personalities that focus mainly
on functionality aspects of materials in relation to themselves, as well as associative characteristics. Cluster 1 represents a rather young target group (mean age =
25 years) with a 59/41 ratio of male/female. Regarding plastic materials in products
that reflect their personality, they refer to Consumables and functional products in
a Kitchen or Office environment, such as a re-usable bottle (17%) and a bread box
(4%), whereas in case of a negative fit, Electronics, Interior and Personal/Fashion
items are mentioned.
Cluster 2—Responsible Ecologists
Respondents within Cluster 2 are responsible and emotional personalities that focus
mainly on ecological and associative aspects of materials in relation to themselves,
supplemented with a few personality descriptions. Cluster 2 is the only cluster with a
majority of females (55%) and its mean age is 31 years. Regarding plastic materials
in products that do not reflect their personality, they clearly refer to non-sustainable
and disposable Consumables and to Electronics, while Kitchen products suit their
personality better, such as a re-usable bottle (15%), a bread box (4%), but also a
L. Veelaert et al.
Regarding the descriptive categories specifically, sensorial descriptions were
found most for Office products and the fit of Electronics. Associative descriptions
occurred mainly for Electronics and the fit of Personal/Fashion items. Ecological descriptions were used primarily for Consumables and their personality fit.
Personality descriptions were found most for the fit of Interior products.
5.4.5 Positive Versus Negative Fit
The greatest increase or decrease of material descriptions between a positive and
a negative fit could be found in the case of Toys and sensorial and associative
attributes, is was a rather small product category. More differences could be found in
the fit descriptions concerning the personality characteristics that were attributed to
Consumables and Personal/Fashion products, concerning the ecological properties
of Consumables, concerning the functionality characteristics of Toys, and finally
concerning the associative characteristics of Office, Personal/Fashion products and
Toys.
5.4.6 Link to Personality Clusters
Based on the obtained information of the previous Sections, the four personality
clusters could be further detailed and described.
Cluster 1—Active Functionalists
Respondents within Cluster 1 are active and emotional personalities that focus mainly
on functionality aspects of materials in relation to themselves, as well as associative characteristics. Cluster 1 represents a rather young target group (mean age =
25 years) with a 59/41 ratio of male/female. Regarding plastic materials in products
that reflect their personality, they refer to Consumables and functional products in
a Kitchen or Office environment, such as a re-usable bottle (17%) and a bread box
(4%), whereas in case of a negative fit, Electronics, Interior and Personal/Fashion
items are mentioned.
Cluster 2—Responsible Ecologists
Respondents within Cluster 2 are responsible and emotional personalities that focus
mainly on ecological and associative aspects of materials in relation to themselves,
supplemented with a few personality descriptions. Cluster 2 is the only cluster with a
majority of females (55%) and its mean age is 31 years. Regarding plastic materials
in products that do not reflect their personality, they clearly refer to non-sustainable
and disposable Consumables and to Electronics, while Kitchen products suit their
personality better, such as a re-usable bottle (15%), a bread box (4%), but also a