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Increasing product longevity is seen as an effective way to reduce consumption within the circular economy. This paper explores narratives of product longevity, focusing on textiles, household appliances, and furniture as expressed by Norwegian business representatives and consumers. The study reveals dominant narratives of physical and emotional d...
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... Retired Technical college Medium Albert Male 49 No Scandinavian Academia College/university 5+ years High Astrid Female 39 Yes Norwegian Customer service or sales College/university 3 years High Alf Male 56 Adult Norwegian Consultant Technical college Low Anita Female 28 No Central European Academia College/university 5+ years High Brian Male 63 (Fig. 2). Emotional durability, however, is primarily addressed through storytelling and transparency (Fig. 3). Transparency most often concerns the value chain, showing and being honest about where materials come from, how and under what conditions they are made, and how they are transported to the customers, while storytelling is about the ...
