This study delves into an analysis of consumer behaviour and their tendencies to engage in product repair, based on an executed representative survey spanning five EU countries and 750 participants. Interesting insights can be reported:
- Sustainability still a priority for majority of consumer: Majority of consumers stated that environmental protection is an important topic to them personally, which subsequently influences their product choices. As a result, consumers highly value companies contributing to the overall repairability of products, leading in a preference for purchasing items from such companies.
- Costs as the main driver in decision-making: For most consumers, the decision of whether to repair a defective product primarily lies on the associated costs. Additionally, willingness to pay for such services varies across different categories. Consumers are willing to pay a higher price for the repair of expensive products.
- Convenience as a market gap: In addition to costs, the limited accessibility of service hubs as well as the missing transparency on streamlined processes are main reasons for consumers to not engage in repair services.
Furthermore, the study outlines the implications of the new consumer rights on retailers, their business models and service offerings. Companies that embrace the Right to Repair movement as an opportunity to build long-term, meaningful relationships with their consumers will shape a more resilient business world for years to come.