A new study from the University of Applied Sciences and Arts Northwestern Switzerland highlights a striking contradiction. While many Swiss consumers express a strong desire to act sustainably, their old electronic devices often end up unused, forgotten or thrown away. According to researchers, emotions, uncertainty, habits and the perceived effort of reuse or repair are key factors that determine whether a device is resold, repaired or simply discarded. Personal attitudes and emotional attachment emerge as the strongest drivers, with low-cost and small devices most likely to end up in the waste stream.
Cost and size influence decisions
The study draws on extensive market analysis, expert interviews and a large survey among consumers in German- and French-speaking regions. It shows that the value and physical size of a device play an important role in determining its fate. Larger or more expensive items and products with emotional relevance are more often repaired or passed on. Defective coffee machines, washing machines and children’s toys are repaired most frequently. Fitness equipment is resold most often when it still works. Smaller devices are at higher risk of being removed from the circular economy and disposed of in household waste, even though many respondents report feeling guilty about doing so.
The survey indicates that 58% of participants would like to sell more working devices than they currently do. The gap between intention and behaviour is mainly linked to the time required to organise a resale, while repair decisions are dominated by cost-benefit considerations.
Reuse behaviour remains irregular
More than two thirds of respondents buy only the electronic devices they feel they genuinely need and more than half use their devices regularly. Others store items for future use, such as waffle irons or raclette grills, or products with sentimental value. However, circular services such as repair, reuse and recycling are used irregularly. Events like moving, cleaning out storage spaces or purchasing new devices act as triggers for disposal, resale or repair.
Experience increases confidence
Only 15% of consumers feel able to repair devices themselves and just 28% know where to easily buy used electronics. Those who understand where to give away, sell or repair devices find these actions far less burdensome. Experience reduces friction and encourages more frequent use of circular options.
Emotions shape circular habits
Most respondents view recycling as a positive and meaningful contribution to the environment. Repair and resale also generate a sense of doing the right thing. However, only one in five feels comfortable buying a used device instead of a new one. Concerns about quality, uncertainty about condition and hygiene worries around items used for cooking or personal care remain major barriers.
Attitude as the main obstacle
More than half of respondents are aware that their behaviour influences resource use, yet only 38% are willing to adjust their lifestyle for environmental reasons. While many agree that defective devices should be repaired, fewer than half actively support this through their own behaviour. As long as only a minority clearly prefers used devices over new products, demand for used electronics such as refurbished Apple iPhone models remains limited.
Market
Trade-in
Repair
Refurbishing
