Current Situation

Technological innovations in re- and upcycling only realize their full potential once they are firmly embedded in society. This is because there is often a gap between consumers’ attitudes and their actual behavior—a phenomenon referred to in research as the “mind-behavior gap.” The SIRUp project, initiated by Fraunhofer IAO, addresses this gap.

Project Objectives

The project focuses on the question of which social factors promote the acceptance, use, and adoption of re- and upcycled textiles. Based on this, the project team identifies conditions for acceptance, develops targeted communication strategies, and pinpoints new markets and relevant target groups. Together with corporate partners from the community, this leads to the creation of new offerings and business models tailored to the needs of these target groups and designed to promote the use of re- and upcycled products.

Approach

Methodologically, SIRUp follows a sequential mixed-methods approach. First, a quantitative survey and a conjoint experiment provide an empirical foundation, which is then explored in greater depth and contextualized in qualitative focus group workshops. Based on this knowledge, the project team formulates recommendations for action to strengthen acceptance and usage and further validates them in collaboration with stakeholders from business, academia, and society. In this way, SIRUp makes a targeted contribution to the development of a circular textile economy and can help to more firmly establish re- and upcycled products in society over the long term.