Abstract
This article aims to provide in-depth insight into how consumers perceive recycled materials in comparison with natural raw materials at both the perceptual and attitudinal levels. To this end, we combined classic self-reported measures of sensory aspects, preferences, environmental attitudes, and consumption habits together with physiological measures of cognitive-emotional processing. Three different materials-two recycled materials, M2 and M3, and one raw material, M1-were chosen for inspection through three different sensory conditions, which we refer to as channels -visual, tactile, and visuo-tactile. The assignation of materials to sensory channels was counterbalanced so that each participant evaluated only one of the materials per channel. Although participants in general were not very accurate in discriminating between the materials, self-reported sensory evaluations showed that M3 (a recycled material that is made to look non-recycled), was clearly less liked. Meanwhile, the psychophysiological analyses revealed higher levels of electrodermal activity for the tactile evaluations of both recycled materials (M2 and M3). Finally, the results from the attitudes and habits evaluations indicate that the participants had positive environmental attitudes yet poor consumption habits. Altogether, these results suggest that some sensorial properties differ between recycled materials and natural raw materials and that there is a chance to improve and implement new consumption habits. The implications of these results are further discussed both in terms of suggestions for designers and methodological recommendations for researchers.