an investigation of domestic laundry in europe - habits ... - SIFO

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40An investigation into the domestic laundry habits in Europe100806040918670416966577665473993817554Fabric conditionerMeasuring cupBleaching agentStain remover20120Greece Netherlands Norway SpainFigure 2-17. Survey of the use of different laundry products by respondents in differentcountries. Per cent.The heavy use of chlorine and other bleaching agents among the Spanish respondentscan be seen in relation to their use of cold or lukewarm water andthe possibilities of getting clothes clean at these temperatures. The Greek respondentsseem to be very eager to have white clothes. They are quite heavyusers of bleaching agents, and at the same time they do their laundry at hightemperatures.2.6 Different generations – different laundry habits?One of the conclusions in the analyses of the four countries was that laundryhabits seem to be more or less in accordance with the respondents’ attitudeson a national level. The next step is to examine whether attitudes and the waylaundry is done differ from one generation to another in the four countries.Using the ten different statements on attitudes towards laundry we conducteda factor analysis. Three factors emerged that illustrate three different orientationstowards laundry.Factor 1 indicates those who agree that people wash their clothes too often,that modern laundry habits are harmful to the environment, that washingwears out clothes more than wearing them does, and especially that hot water
Assessment of the consumer laundry habits - a quantitative survey 41wears out clothes. In other words, this factor identifies those who feel thatthere is too much laundry being done.Factor 2 signifies those who highly value cleanness. They strongly agree thatclothes should smell as if newly laundered, that they should be hygienicallyclean and that it is embarrassing to wear clothes with a body odour.Factor 3 signifies those who do not take doing laundry as seriously, but whowant it to be practical. These respondents feel that today’s detergents are sogood that clothes get clean at low temperatures and that modern detergentskeep clothes white anyway.The next step was to investigate whether different generations have differentorientations. An index ranging from 3 to 15 points was designed, where thelowest number of points signifies those who do not have this orientation,while the highest score signifies those with the strongest orientation 2 . Scoreswere then compared among the different age groups (table 2-4).Table 2-4 shows that for all countries combined, orientations differ betweenthe different age groups. The youngest respondents are less likely to share theopinion that too much laundry is done, and it is the middle generation whoshare this opinion most strongly (Factor 1). Factor 2 indicated those whohighly value cleanness. This orientation is stronger among the older generations.Factor 3 signified those who do not seem to take laundry as seriously,but want it to be practical. This orientation is strongest among the oldest generation,revealing that members of this generation are not only the most concernedwith cleanness, but they also have confidence in modern detergentsand use these in a proper way.In summary, attitudes towards laundry differ between generations. Membersof the oldest generation seem to be more concerned with laundry; they valuecleanness more highly and are not so inclined to take laundry lightly. Themiddle generation is a bit more inclined to feel that too much laundry is done.And probably this is the generation – the parental generation – which has totake care of the most laundry.2 For further details see SIFO project note [31]
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Appendix ASurvey of domestic laundr
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Appendix A 1199. Which temperature
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Appendix A 1211.Working, in private
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Appendix BDeclaration detergentsGre
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Appendix B 125NorwayA) Omo Ultra Ta
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Appendix CSettings of the 15°C Was
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Appendix DSettings of the 30°C Was
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