Research conducted at BGU tried to find what is the ideal time, in the eyes of the consumer, to replace an electronic product and compared it to the right time in social and environmental terms. To do this, the researchers examined the level of “technological backwardness” of each consumer, by asking the question: “If you could get the most advanced smartphone on the market in exchange for your current phone plus an additional sum, what is the maximum amount you would pay for the new technology?” The study also examined the types of devices currently owned by those participating and how long they had owned them.
Due to frequent changes in today’s electronic devices, modern consumers are prone to developing technological backwardness. Therefore, they want to upgrade what they have frequently, even if the outdated devices are not broken, unlike in the past, when devices were only replaced once they could no longer be used. Cell phones, video game consoles, TVs and computers are thrown into the garbage even when they are still in good working condition. Most consumers replace their smartphones every year or two, the researchers said, thus creating an immense amount of electronic waste that is toxic to the environment. Readiness to pay for the new technology is affected by age, income, education and environmental awareness.
The researchers, Dr. Ran Ben Malka, Prof. Israel Luski and Prof. Miki Malul, have shown that there is a connection between the current length of time a device is owned to readiness to pay for the new technology, that is, the longer we keep our current phone, our readiness to pay increases (technological backwardness increased). The study also found that we are more influenced by the length of possession of the device and less by how old it is and that readiness to pay for the new technology is also affected by age, income, education and environmental awareness.
In the social and environmental aspects of the study, environmental aspects were examined in the context of electronic waste; namely, whether the Israeli consumer will be willing to pay extra money during the purchase of electronic products, such as smartphones and PCs, to ensure that previous devices would be disposed of and recycled properly. Surprisingly, 91.6% of respondents in the study were willing to do so. This result is surprising because the public is reluctant to pay additional fees or taxes on consumer goods, but can be explained by the fact that payment would not go directly to the treasury but collected separately and used specifically for the purpose for which it was collected.
