Overall project purpose
In Denmark, appr. 450,000 mattresses are discarded yearly and at least 35 million in the EU. The overall goal in the M-RRS project is to increase reuse and recycling of discarded mattresses. Former pilot tests and take-back systems in other countries have shown that collecting, shredding, and recycling mattress components is possible. Reuse and extension of the lifespan of mattresses is more sustainable than recycling them. Therefore, one step on this journey is to examine consumers' attitude towards buying used mattresses, a.o. by visiting secondhand- and resale stores where mattresses are sold.
What did we do and why?
The research focused on understanding consumer perceptions and factors influencing the purchase or rejection of used mattresses. For this purpose, we visited five different resale stores in North Zealand to identify key considerations from consumers when contemplating the acquisition of secondhand mattresses, including discussions about appearance, comfort, price, and availability. Qualitative interviews were conducted with both store staff (5 interviews) and customers (16 semi-structured interviews). Standardized questions were posed to customers, delving into their shopping habits, experiences with buying used mattresses, and their thoughts on potential changes in perception if mattresses were chemically cleaned and guaranteed for cleanliness.
Key findings
Key insights from the fieldwork
Overall, the insights gained from the interviews revealed that appearance (including hygiene), comfort, price, and availability were pivotal factors influencing customers' decisions regarding the purchase of used mattresses. Approximately half of the interviewed customers expressed a willingness to consider buying a used mattress, with an inclination among younger consumers compared to their older counterparts.
On Figure 1 the resale store “Loppe Supermarked” in Hillerød can be seen. In this store, customers can buy their own stand. From this stand, they primary sell clothes and smaller items.
Figure 2 is from ”Blå Kors” illustrating sales of used mattresses. These mattresses were discarded from the producer due to dirt on the plastic covers.
Click the images to enlarge
Some key takeaways from this research:
- Age disparity: Younger customers tended to exhibit more openness toward buying secondhand mattresses, while older consumers demonstrated higher levels of skepticism, primarily due to comfort needs and concerns around the quality of the mattress.
- Hygiene and quality assurance: The promise of chemical cleaning and guaranteed cleanliness seemed to positively impact customer perceptions towards buying used mattresses. However, these factors alone were not sufficient to change opinions completely.
- Market potential: Despite some negative attitudes among consumers towards purchasing used mattresses, the research indicates a market for secondhand mattresses.
- Complex decision-making: Customers' decisions to purchase used mattresses were multifaceted, influenced by various factors beyond hygiene, including comfort, quality, and affordability. Cultural and gender-specific considerations were also inferred as potential influences, calling for further exploration in future research initiatives.
What are the next steps?
For future work, it is crucial to investigate the possibilities for enhanced cleaning of used mattresses, both in and outside secondhand stores. Cleaning of the mattresses in the secondhand stores might boost hygiene standards and consumer confidence, however, it may in fact not be legally possible if it will be regarded as upcycling. This would make the shops lose their VAT exemption. In addition to the need for some light cleansing, there should be some sort of quality assurance standard. Developing clear criteria for an acceptable cleansed mattress condition might increase quality, sales, and thus, reuse. Furthermore, the benefits of buying used mattresses should be highlighted in the secondhand stores. This is to encourage environmentally conscious behavior and debunk myths about used mattresses. More research is still needed on age, gender and cultural specific needs regarding the purchasing of used mattresses.