Where does an Ikea product go when it approaches the end of its useful life? Maybe Craigslist, or the annual yard sale, or$-$for the optimistic or guilt$-$ridden$-$a storage unit. Probably the worst option of all? The landfill. But Steve Howard, the S$$andinavian company's chief sustainability officer, believes in a future where Ikea furniture never really dies at all. Instead, it gets reincarnated.

Which component of the consumer decision making process is IKEA's CSO concerned about?

Product Evaluation

Need Recognition

Post Purchase Evaluation and Use

Disposal of the Product