As our latest guest for our Research Seminar Series, we welcomed Remi Trudel from Boston University (US). He presented his recent research on "The Material Diversity Paradox: Why Products with Many Recycled Materials (Erroneously) Seem More Eco-Friendly."

Professor Trudel's research reveals a striking contradiction in consumer perceptions: while people correctly understand that products with fewer different materials are more ecofriendly when using new materials, this perception completely reverses for recycled materials. Consumers mistakenly view products with greater recycled material diversity as more environmentally friendly, when in fact the opposite is true.

The presentation highlighted key findings from his studies. For new materials, consumers correctly perceive that products with fewer components (two materials rather than four) use a smaller mass of material and are therefore more sustainable. However, when it comes to recycled materials, this understanding flips - consumers incorrectly believe that having more diverse materials (four materials rather than two materials) minimizes the use of new materials, making these products seem more eco-friendly.

This reversal occurs because consumers perceive greater material diversity as increasing the total magnitude of material. For new materials, this is correctly seen as less efficient, while for recycled materials, it is erroneously perceived as reducing the use of new materials. As Trudel explained, "This phenomenon occurs because consumers don't think about what they can't see – the nonmaterial resources used in the production process."

His empirical work explores both the main effects and underlying mechanisms, including how material diversity influences perceptions of material mass, resource minimization, and energy efficiency.

The research has significant implications for sustainable product design, marketing strategies, and consumer education about genuine environmental impact.

Thank you, Remi, for your visit and for sharing your work with our community!