AGAIN – Increased recycling in retail

Circular Economy
Circular strategies & Business models
In the research project AGAIN, Chalmers Industriteknik together with the Centre for Service Research (CTF) at Karlstad University will create increased knowledge about how sales of used products can be increased and stimulated.

To increase sales of previously used products, a deeper understanding of what drives consumers to make sustainable choices and how the trade can meet an increased interest in reuse is needed. The researchers’ main objective is therefore to investigate how a transition to increased reuse can be implemented practically and efficiently. The project will study how aspects such as marketing, pricing, product information and design of sales channels affect customers’ experiences and willingness to buy reused products.

– Results from reuse-related studies we have previously conducted clearly show how important it is for retailers to have good knowledge of customer behaviour and preferences, choose the right design of sales channels and provide requested product information. Project AGAIN will create knowledge and experiences that give the industry a much better understanding of the challenges, opportunities and appropriate solutions,” says Klas Hedvall from Chalmers Industriteknik.

The research will be carried out using interviews, observations and field experiments involving customers, retailers and other key players in the industry. A key goal of the project is to generate concrete advice and recommendations that can be used in the retail industry to support the circular transition.

Project partners and financier
The research project “AGAIN: Increased recycling in retail” is financed by the Swedish Trade Council and runs for two years. The project is led by Jenny Karlsson at CTF, and the project group includes Lars Witell, CTF, Klas Hedvall, Chalmers Industriteknik and Jessica Edlom, Geomedia at Karlstad University.’

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Klas Hedvall

Project Manager, PhD

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