As the climate crisis deepens, the way we live our lives has come under more scrutiny, whether that’s the holidays we take or the supermarkets we shop at. But how responsible are Europeans when it comes to buying electronics? A study conducted by reichelt elektronik released today shows that sustainability is now a key purchasing criterion for the majority of the population.
Sustainability is a key factor
71 percent of Europeans pay attention to sustainability when buying electrical appliances – just under a third (30%) even state that this is the case for every purchase. Energy efficiency labels provide best point of information for this, both in traditional bricks-and-mortar stores and online. 93 percent always or sometimes consult the information on the labels.
In principle, Europeans are even prepared to pay a higher price for a more environmentally friendly product – 6.9 percent more on average. It also doesn’t make much difference whether it’s a mobile phone or a washing machine or a printer. For a product in the €300 price segment, this amounts to a surcharge of just around €20. For businesses it’s clear that there is a willingness to spend more money on more sustainable products, but only to a limited extent. It is also striking that younger people are significantly more willing to pay a higher price for sustainable products than older people. The 18-24 age group, for example, would be willing to pay a surcharge of 9.4% on average, while the 55+ age group would only accept 5.3%.
New isn’t always necessary
The alternative to buying new is to buy used. In their search for the best deal, more than half of all Europeans (51%) have already opted for a second-hand product. However, only 18 percent say that the sustainability played a role in this decision. Even fewer, just 13 percent, say that the latest technology is the decisive factor in buying a new product.
In addition, almost two-thirds of Europeans (64%) agree that repairing a defective electrical appliance is generally worthwhile. As many as 74 percent said they had already repaired an appliance themselves or professionally. The main reasons people stated for not having an appliance repaired were that the expected costs might exceed a new purchase (68%) or the expectation that the latest technological standard could not be integrated into the old appliance (33%).
Not all products can expect the same lifespan
Half of Europeans state that they would replace their devices primarily when they are broken and can no longer be repaired (50%). The lifespan of individual appliances depends largely on the product category: Large appliances such as washing machines or refrigerators have the highest average life expectancy – in an average European household they are used for just under eight years before they are replaced. Small appliances such as smartphones are used for just under five years.
It is worth noting that the vast majority of Europeans suspect that obsolescence is built in. 73 percent assume that manufacturers artificially limit the service life of some products in order to keep sales figures high.
Recycling needs to be clearer and simpler
While most Europeans are aware of the hazardous substances in old electrical appliances (78%), there is still knowledge lacking when it comes to the options for recycling old electrical appliances. More than three quarters (78%) assume that old appliances must be disposed of via recycling centres. Only half are aware that appliances can also be returned to electrical retailer stores or online retailers. However, for retailers with at least 400 square metres of retail space or storage and shipping space, it is mandatory to accept devices according to the 0:1 take-back principle. The principle states that the retailer must always take back and properly dispose of electrical appliances that are no longer functional and are no longer than 25cm.
It is therefore not surprising that the option most used by Europeans to dispose of an old appliance is still the recycling centre (53%). Only 35% stated that they had previously returned an appliance to an electronics store. Online retailers also offer options for returning appliances, which can be found on their respective sites. Nevertheless, only 22% stated that they have so far returned an appliance to an online retailer.
Opinions split on carbon footprints
The traditional opinion that bricks-and-mortar retail is more environmentally friendly than e-commerce seems to be faltering. While 55% of Europeans still say they consider traditional retail to be more sustainable, this is only if they can get there using more sustainable means of transport such as a bicycle, an electric car or public transport. This contrasts with the view of just under half (48%) that online retail is environmentally friendly due to bundled deliveries. Intelligent route planning can reduce carbon emissions by up to 60%. Europeans are increasingly realising the benefits of this when it comes to online retail.
Overall, Europeans are keenly aware of sustainability when it comes to buying electrical appliances. This is reflected in the fact that proper disposal is increasingly relevant to them. However, sustainability must not raise prices too much. Many things are changing, but Europeans continue to show responsibility when it comes to climate change.
Image: Adobe Stock, infographic: reichelt elektronik
Additional Information:
Survey: The figures were collected by the international survey institute OnePoll for reichelt elektronik and include 4,000 participants from Germany, Italy, France and the Netherlands.
