Barriers and triggers in the process of purchasing a Fairphone

Abstract

Smartphone companies sell around 1.4 billion phones every year all across the world (Gouwens, 2020). The phones that are being sold, often replace a phone that is still working fine and we only use our phones on average for 2.7 years. This creates an enormous amount of e-waste. Fairphone believes in a fairer electronics industry by making a change from the inside. They aim to make an impact by creating products that last, reducing e-waste, choosing fairer materials and putting people first. However, Fairphone is still a small player in the smartphone industry. The number of phones sold by Fairphone in 2019 is sold by Apple every 3 hours (Chau & Ryan, 2020). Fairphone wants to grow their market share and wants to appeal to light green consumers. Light green consumers try to find a balance between sustainability, quality and price while purchasing new products. Apparently these consumers live sustainably and consume consciously nowadays, but they do not purchase a Fairphone at the moment. The first part of this thesis aims to get a better understanding of the reasons of these consumers for not purchasing a Fairphone. Secondly, the insights gained from this part are used to develop a design solution that triggers these consumers to consider purchasing a Fairphone when they are in need of a new smartphone. Through a survey (n=255), semi-structured interviews (n=30) and an exploration of the literature, 73 reasons for not purchasing a Fairphone were identified. These reasons are clustered and summarised in fifteen barrier cards. By facilitating creative problem solving sessions with Fairphone employees, many ideas are developed which are summarised in a strategic roadmap. The most promising ideas are translated into con-cepts. These concepts are presented to potential customers and their feedback is used to select the most feasible, viable and desirable concept. A group of consumers appreciates the Fairphone concept, but they are not in need of a new smartphone at the moment. Through the Friends of Fairphone program, Fairphone encourages these consumers to keep their current phone in use for as long as possible. After all, the most sustainable phone is the one in your pocket. For every month they keep using their phone, Fairphone will reward them with a 1% discount on Fairphone products. Today, these consumers forget that buying a Fairphone is an option while looking for a new smartphone. Through monthly updates, the Friends of Fairphone program makes sure that they will consider a Fairphone while they are looking for a new smartphone. A working web application prototype is developed which is validated with the Fairphone user group. 86.1% of this group (n=417) would have signed up to become a Friend of Fairphone. An implementation plan is presented which contains the required next steps for launching the Friends of Fairphone program. The Friends of Fairphone program requires low investment costs, totally aligns with Fairphone’s mission and has much potential of attracting a new group of consumers.The most sustainable phone is the one in your pocket.