Setting the Stage

E-waste is causing significant, negative impact

“Why I’m fighting so hard for a right to repair is that nobody is telling me I can’t sew a button. Nobody is refusing to sell me a needle and thread. Where that’s exactly what’s happening with technology. It shouldn’t happen. That level of control should not be their level.”

Anti-Establishment Views

Consumer

“I like the idea that some old, white guy in Cupertino is cursing me when I get extra use out of tech.”

Negative Connotations Regarding "Refurbished" Items

Employee, Backmarket

“Tech companies like Apple and Samsung have made refurbished a dirty word.”

E-waste comprises of 70% of overall toxic waste

Sources:

“The World Counts.” n.d. Theworldcounts.com. Accessed November 17, 2022. https://www.theworldcounts.com/stories/electronic-waste-facts. https://www.vox.com/the-goods/23529587/consumer-goods-quality-fast-fashion-technology

23 interviews with 13 tech product consumers and 10 “experts” within the consumer tech and consumer behavior spaces

Mental Models Around Economic Behavior

Consumer

"Buying a new generation phone made more economic sense than an old generation phone due to 'durability.'"