Project Description
Electronic waste is one of the fastest-growing waste streams globally, with mobile phones contributing significantly to the problem. To support UNEP’s goal of advancing circularity in the electronics sector, Social Marketing @ Griffith led the design and pilot testing of a multilingual global consumer survey focused on refurbished mobile phones.
Grounded in the Capability-Opportunity-Motivation-Behaviour (COM-B) framework, the pilot explored consumer attitudes, barriers, and motivations across four countries: Indonesia, Kenya, Kazakhstan, and Mexico. The survey instrument was developed through literature review, expert consultation, and behavioural design principles. It included both closed and open-ended items to capture nuanced insights into consumer decision-making.
The pilot tested the survey with 50 participants per country, identifying key psychological and structural barriers such as trust, availability, and perceived status of refurbished phones. Motivators included environmental benefits, affordability, and smart consumer identity. The pilot also evaluated proposed interventions—such as transparent labelling, financing options, and minimum warranty standards—to assess their potential to shift consumer behaviour towards circularity.
Findings informed refinements to the survey instrument and laid the groundwork for a full global rollout. The project contributes to UNEP’s broader objectives by generating empirical data to support evidence-based policy, business model innovation, and targeted communication strategies.
Project Personnel and Beneficiaries
The project was led by researchers from Social Marketing @ Griffith, in collaboration with UNEP’s Chemicals and Health Branch. It involved pilot participants from Indonesia, Kenya, Kazakhstan, and Mexico, representing a diverse cross-section of consumers. The pilot also benefits the broader academic and policy community by generating cross-cultural behavioural insights that can inform future circular economy initiatives.
Outcomes to Date
The pilot successfully delivered a pre-tested, multilingual survey instrument grounded in behavioural theory, insights into key barriers and motivators for refurbished phone uptake, an evaluation of 15 proposed interventions to encourage circular behaviour, and a methodological protocol for global rollout. These outcomes provide UNEP with a robust evidence base to guide future consumer engagement strategies and policy development. The pilot also demonstrated the feasibility of cross-country behavioural research and highlighted the importance of culturally sensitive design in global sustainability efforts.
Project Significance
The UNEP pilot project is a foundational step in understanding global consumer behaviour around circular electronics. It contributes to SDG 12 (Responsible Consumption and Production) by identifying behavioural levers that can reduce e-waste and promote sustainable purchasing. It also supports SDG 13 (Climate Action) by encouraging reuse and refurbishment, which lowers emissions associated with new device production.
By piloting the survey across four culturally diverse countries, the project ensures that future interventions are contextually relevant and inclusive. The findings will inform UNEP’s global strategy for circular electronics, guiding governments, businesses, and civil society in designing effective policies and programs.
The project also strengthens Griffith University’s leadership in behaviour change research and demonstrates the value of applying behavioural science to global sustainability challenges.