The European leader in iPhone reconditioning, Swappie, has partnered with BVA Doxa to identify four distinct groups of consumers in Italy that reflect different technological and environmental approaches. Firstly, the “Eco-practices” group consists of mainly women aged 45-64 from Northern Italy who lead balanced lives and prioritize environmental responsibility. They engage in eco-friendly practices such as waste reduction and low-impact technology use.
Next, the “Green dreamers” group comprises primarily women over 55 from Central Italy who are passionate about eco-friendly practices and reconditioned products. They actively seek out energy-efficient technologies, use alternative transportation methods, and practice conscious spending habits to reduce their environmental impact.
The third cluster is the “Technological” group, comprised of young men and women aged 18-34 from Central and Southern Italy who are well educated and enthusiastic about new technologies. They are early adopters of innovation but also prioritize sustainability by adopting eco-friendly behaviors like energy conservation and waste separation.
Lastly, the “Indifferent” group consists of young adults aged 25-34 from Central Italy with a low level of education and a lack of interest in technology and sustainability. They show apathy towards innovation and eco-friendly practices, making unaware and disengaged consumption choices.
Through these consumer groups, Swappie and BVA Doxa provide insight into the diverse technological and environmental attitudes within the Italian population.
In conclusion, Swappie’s partnership with BVA Doxa sheds light on how different groups of consumers in Italy approach technology and sustainability differently. From eco-conscious practices to indifferent consumption choices, it is clear that there is no one size fits all approach when it comes to technological attitudes within Italy’s population.
