We are delighted to announce that the European Commission’s Directorate-General for Justice and Consumers has tasked Behavia, as part of a consortium led by Milieu, to investigate how policy interventions can play a positive role in extending the life and use of durable products and prevent premature disposal.

Our study will inform one of the key initiatives for 2022 under the European Green Deal issued within the State-of-the-Union Letter of Intent which seeks to contribute to achieving climate neutrality by 2050.

Using behavioral experiments, consumer surveys, and qualitative research methods, our team will investigate the factors that keep consumers from choosing to repair a broken product or purchasing secondhand goods and determine the ideal configuration of a “right to repair” from a consumer point of view. The outcome of the study will help identify the best combination of policy measures to create a choice architecture that makes sustainable behaviors more attractive.

We are very happy to start working with Milieu, Kantar and Ramboll on this important topic to support the EU’s transition towards a Circular Economy – a topic near and dear to our hearts. This project marks another milestone in the successful partnership between Kantar and Behavia in which we have been jointly conducting complex behavioral experiments and market research on behalf of the European Commission.