Tackling Fixophobia
About
Today, people use more and more consumer electronics, such as smartphones, TVs and other household appliances. These electronics provide important benefits, but the current linear approach to consumer electronics also leads to extensive use of natural resources, CO₂ emissions, health issues, and e-waste.
Many products are discarded prematurely, despite being repairable. This short product lifespan accelerates environmental degradation and social issues related to material extraction. Repair has been identified as a particularly promising strategy to help solve these issues and counter premature obsolescence.
Understanding ‘Fixophobia’
Despite its benefits, repair is rarely considered or pursued. ‘Fixophobia’ captures the reluctance of both customers and value chain actors to engage in repair practices. Consumers face multiple barriers, including affordability of new products, lack of trust in repair quality, and difficulty accessinng repair services.
Meanwhile, businesses – especially Original Equipment Manufracturers (OEMs) -view repair as a threat to sales, and independent repair organisations struggle with restricted access to spare parts and repair manuals. Legal and tax frameworks further complicate repair adoption.
We can transition to a repair economy and extend product lifetimes, if we design an environment to do so. However, this transition requires systemic change, but scientific research currently falls short in addressing the multi-actor barriers.
Existing studies largely focus on boosting new-product sales rather than extending product lifetimes. Design-for-repair approaches overlook consumer behavior and psychological barriers, and legal frameworks remain structured around a linear economy. Additionally, business models that make repair financially viable are underexplored. The lack of interdisciplinary research hinders the development of effective solutions.
Knowledge
gaps
Project
Aim
This project aims to build an interdisciplinary foundation for a multi-stakeholder transition to a repair economy. By integrating marketing, service design, technology, circular business models, and legal frameworks, it develops theories and practical tools to enhance trust, acceptance, and adoption of repair.
Collaboration with key stakeholders—including OEMs, repair organizations, retailers, policymakers, and educational institutions—will ensure practical implementation, leading to longer-lasting electronics, reduced resource use, and lower environmental impact.
