76
L. Veelaert et al.
This exploration has shown some interesting opportunities for further research.
Material descriptions consisted mainly of sensorial, associative and ecological characteristics, while fit descriptions included personality traits, ecological, sensorial and
associative characteristics. Therefore, these four descriptive categories might offer
an interesting base for next studies, using the four product categories that occurred
most often (i.e. Consumables, Kitchen utensils, Electronics and Personal/Fashion
items) as concrete cases in the experimental setup. In this context, specific products
such as the bread box, re-usable bottle, smartphone cover or flower pot could also
be further explored.
5.6 Conclusion
In a circular economy, one of the strategies to extend a product’s lifetime is by
creating product attachment, which can be positively affected by the congruity with
one’s personality. As materials are one of the building blocks of products, this qualitative exploratory research investigated the material perception of plastic everyday
consumer products, and the link with the fit with the personality of the consumer.
The main output of this research resulted in four consumer clusters based on their
personality and their material (fit) descriptions: (i) a younger cluster that is active
and emotional and focusses on functionality, (ii) a predominantly female cluster that
are responsible ecologists, (iii) a predominantly male cluster that is rather aggressive
and focusses on personality and associations, and (iv) a simple and rational cluster
that uses hands-on sensorial and shape-related descriptions.
Overall, sensorial, associative, personality and ecological characteristics are used
most commonly in describing materials and their fit with one’s personality. In addition, frequent product categories are Consumables, Kitchen utensils and Electronics,
with a high occurrence of re-usable drinking bottles and bread boxes, that could be
interesting product cases for further studies.
Conclusively, based on these new insights on how consumers describe materials
in relation to their personality, this paper provides guidance for future quantitative
research on materials from the perspective of consumer personality segmentation.
References
Aaker JL (1997) Dimensions of brand personality. J Mark Res 34:347–357. https://doi.org/10.2139/
ssrn.945432
Anderson M (2012) New Ecological Paradigm (NEP) scale. Berksh Encycl, Sustain
Bakker C, Schuit C (2017) The long view: exploring product lifetime extension
Belk RW (1988) Possessions and the extended self. J Consum Res 15:139. https://doi.org/10.1086/
209154
Brunel FF, Kumar R (2007) Design and the big five: linking product aesthetics to product personality.
ACR North Am Adv NA-34
L. Veelaert et al.
This exploration has shown some interesting opportunities for further research.
Material descriptions consisted mainly of sensorial, associative and ecological characteristics, while fit descriptions included personality traits, ecological, sensorial and
associative characteristics. Therefore, these four descriptive categories might offer
an interesting base for next studies, using the four product categories that occurred
most often (i.e. Consumables, Kitchen utensils, Electronics and Personal/Fashion
items) as concrete cases in the experimental setup. In this context, specific products
such as the bread box, re-usable bottle, smartphone cover or flower pot could also
be further explored.
5.6 Conclusion
In a circular economy, one of the strategies to extend a product’s lifetime is by
creating product attachment, which can be positively affected by the congruity with
one’s personality. As materials are one of the building blocks of products, this qualitative exploratory research investigated the material perception of plastic everyday
consumer products, and the link with the fit with the personality of the consumer.
The main output of this research resulted in four consumer clusters based on their
personality and their material (fit) descriptions: (i) a younger cluster that is active
and emotional and focusses on functionality, (ii) a predominantly female cluster that
are responsible ecologists, (iii) a predominantly male cluster that is rather aggressive
and focusses on personality and associations, and (iv) a simple and rational cluster
that uses hands-on sensorial and shape-related descriptions.
Overall, sensorial, associative, personality and ecological characteristics are used
most commonly in describing materials and their fit with one’s personality. In addition, frequent product categories are Consumables, Kitchen utensils and Electronics,
with a high occurrence of re-usable drinking bottles and bread boxes, that could be
interesting product cases for further studies.
Conclusively, based on these new insights on how consumers describe materials
in relation to their personality, this paper provides guidance for future quantitative
research on materials from the perspective of consumer personality segmentation.
References
Aaker JL (1997) Dimensions of brand personality. J Mark Res 34:347–357. https://doi.org/10.2139/
ssrn.945432
Anderson M (2012) New Ecological Paradigm (NEP) scale. Berksh Encycl, Sustain
Bakker C, Schuit C (2017) The long view: exploring product lifetime extension
Belk RW (1988) Possessions and the extended self. J Consum Res 15:139. https://doi.org/10.1086/
209154
Brunel FF, Kumar R (2007) Design and the big five: linking product aesthetics to product personality.
ACR North Am Adv NA-34