Prize-winning thesis shows repairability labels increase smartphone purchase intent

The research involved 212 participants and aimed to examine how repairability labeling affects consumer behavior. The results show that consumers are more inclined to purchase smartphones that are easier to repair, highlighting the growing importance of sustainability in electronic products.

– My initial project was not related to the repairability of consumer electronics. Initially, I wanted to explore the psychological obsolescence of consumer electronics using big data. However, during my literature review, I realized that the research question wasn't as interesting or feasible as I had hoped, says Despoina Mavroudi, former marketing student at the School of Business, Economics and Law, and now a PhD student at Lund University.

But then she came across a news article about the introduction of repair labeling in France.

– I noticed a gap in the research on labeling for high-involvement products, and I saw an opportunity to contribute something valuable in that space, says Despoina Mavroudi.

A meaningful way to combine my

passion for sustainability with my

research

Beyond her academic interest, Despoina Mavroudi has always been environmentally conscious and tried to minimize waste in her daily life.

– This personal value naturally drew me to the topic, and it felt like a meaningful way to combine my passion for sustainability with my research, she says.      

The thesis also shows that repairability labels are becoming a crucial factor in shaping consumer decisions, particularly as sustainability gains importance in the electronics sector. The results indicate that consumers are increasingly willing to prioritize repairability over traditional factors such as brand loyalty.

– When I designed the experiment, I expected that consumers would show a higher intention to buy repairable smartphones from brands with lower brand value, says Despoina Mavroudi.

She initially assumed that brands like Apple and Samsung, with their strong reputations, would overshadow repairability as a factor.

– However, the results showed no significant difference in intention based on brand value, which was unexpected and initially a bit confusing. But this actually made my findings more interesting, as it suggests that repairability could be considered independently of brand perception – something I didn't anticipate, says Despoina Mavroudi. 

I spent countless hours at Gothenburg Central Station asking people to participate in my study

While consumers may express strong intentions to purchase repairable smartphones, particularly when brand value is not a decisive factor, this does not necessarily translate into actual buying behavior.

– I think the two most important factors when purchasing a smartphone are price and brand value. Not everyone can or wants to spend a lot of money on a phone, so that had to be accounted for in my model, even if it wasn't included directly. Then there's brand value—phones are part of conspicuous consumption, and the choice of brand and the phone's condition communicate something about your social identity, she says. 

Despoina Mavroudi mentions that it can be a challenge for repairable smartphone brands like Fairphone, which haven't built the same strong social meaning as Apple, for example. 

– Interestingly, in my model, brands didn't turn out to be significant when it came to buying a repairable phone. However, I only measured consumer intention, not actual purchase behavior, so that's a limitation of my research, she says.

Despoina Mavroudi emphasizes that intentions don't always translate into real choices.

– But given the time and resources I had as a student, I still think it's an interesting result. It opens up further studies, especially since the repairability of products is becoming a bigger issue for consumers.

Now she believes that her research will contribute to discussions on sustainability in consumer electronics by emphasizing the importance of repairability.

– One key finding is the information asymmetry between producers and consumers; many are unaware of the benefits of choosing repairable devices due to manufacturers prioritizing short-term profits, she says. 

By advocating for repairability labels, her research aims to empower consumers to make more informed decisions.

– I hope my research encourages further exploration into how companies can better convey repairability as a key attribute, ultimately promoting more sustainable consumer behaviors across different price points, says Despoina Mavroudi.

Bild

You have won the award from the Handelns forskningsstiftelse for your outstanding thesis within the retail area! How does it feel to receive this recognition?

– Winning the prize feels incredibly rewarding! I dedicated a great deal of effort to my research project throughout the semester, with the data collection phase being particularly challenging. I spent countless hours at Gothenburg Central Station, asking people to participate in my study, which was especially difficult since my Swedish is still a work in progress, she says.

Despite the challenges, Despoina Mavroudi thought it was fulfilling to gather responses that she could generalize and use for her research.

– Receiving this recognition validates not only my hard work but also the meaningful contribution my project has made, and I'm thrilled that the effort has paid off, she says.

Pouring your heart and soul into something

How do you feel this recognition will impact your academic or professional journey moving forward? 

– Ever since I can remember, I've wanted to pursue a PhD and work in academia. I'm grateful to have just started my PhD at Lund University, which has been a long-standing dream of mine. That said, I didn't work on my thesis with recognition in mind – I did it because I genuinely enjoyed the process. I think that's what made a difference, says Despoina Mavroudi.

She continues by explaining something that means a lot to her, a word she learned on the small island in Greece where she grew up.

– There's a word we often use, 'meraki', which means pouring your heart and soul into something. For me, that's how I approach my work. So while receiving awards and recognition is incredibly rewarding, I believe that when you invest yourself fully in what you do, the journey itself becomes meaningful, no matter the outcome, says Despoina Mavroudi. 

Text: Simon Fredling Jack, Communicator.