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Auping Survey: Mattress Preferences & Sustainability (U.S. Market)

Thank you for taking the time to participate in this survey.

This questionnaire is part of a student research project for the course Business Internationalization (BSI) at the Amsterdam University of Applied Sciences. Our team is conducting research on behalf of Auping, a European premium mattress brand known for its focus on sustainability, design, and high-quality sleep solutions.

The purpose of this survey is to better understand consumer preferences, attitudes toward sustainability, and purchasing behavior in the U.S. mattress market. Your responses will help us assess market opportunities and evaluate how sustainability influences buying decisions.

The survey takes approximately 5–10 minutes to complete. All responses are anonymous and will only be used for academic purposes.

Thank you again for your valuable input.



1. Have you purchased a mattress in the last 5 years?1

1. Have you purchased a mattress in the last 5 years?1

2. Please indicate how much you agree with the following statements (Purchase Behavior & Demand)

(Use Linear scale: 1–5)
Label: 1 = Strongly disagree | 5 = Strongly agree

I consider comfort the most important factor when buying a mattress.

I consider comfort the most important factor when buying a mattress.

I am willing to spend more money on a high-quality mattress.

I am willing to spend more money on a high-quality mattress.

I research different brands before buying a mattress.

I research different brands before buying a mattress.

I expect a mattress to last at least 8–10 years.

I expect a mattress to last at least 8–10 years.

I am willing to invest in products that improve my sleep quality.

I am willing to invest in products that improve my sleep quality.

3. Please indicate how much you agree with the following statements (Sustainability & Environment)

Sustainability is important to me when buying products.

Sustainability is important to me when buying products.

I prefer products that are environmentally friendly..

I prefer products that are environmentally friendly..

I would consider buying a mattress made from sustainable materials.

I would consider buying a mattress made from sustainable materials.

I am aware of environmental issues related to consumer products.

I am aware of environmental issues related to consumer products.

I actively try to choose sustainable brands when possible.

I actively try to choose sustainable brands when possible.

4. Please indicate how much you agree with the following statements (Willingness to pay)

I am willing to pay a higher price for a sustainable mattress.

I am willing to pay a higher price for a sustainable mattress.

I am willing to pay more for a mattress with high quality and durability.

I am willing to pay more for a mattress with high quality and durability.

Price is more important to me than sustainability.

Price is more important to me than sustainability.

I expect premium products to justify their price with quality and design.

I expect premium products to justify their price with quality and design.

5. Please indicate how much you agree with the following statements (Brand Preferences)

I associate European brands with high quality.

I associate European brands with high quality.

I trust premium brands more than low-cost brands.

I trust premium brands more than low-cost brands.

Brand reputation influences my purchase decision.

Brand reputation influences my purchase decision.

I prefer well-known brands over new brands.

I prefer well-known brands over new brands.

6. Please indicate how much you agree with the following statements (New Brands)

I would consider buying a premium mattress from a new brand.

I would consider buying a premium mattress from a new brand.

I am open to trying a mattress brand I have not heard of before.

I am open to trying a mattress brand I have not heard of before.

I would consider buying a mattress that focuses on sustainability and design.

I would consider buying a mattress that focuses on sustainability and design.

7. Please indicate how much you agree with the following statements (Hotel experience)

A good mattress experience in a hotel influences my purchase decisions.

A good mattress experience in a hotel influences my purchase decisions.

I would be more likely to buy a mattress if I experienced it in a hotel.

I would be more likely to buy a mattress if I experienced it in a hotel.

I associate hotel-quality mattresses with higher comfort and quality.

I associate hotel-quality mattresses with higher comfort and quality.

Buying preferences

Where would you prefer to buy a mattress?

Where would you prefer to buy a mattress?

Open Questions

What factors are most important to you when choosing a mattress?

What would make you trust a new mattress brand?

What does sustainability mean to you when buying a product?

Demographics

Age group:

Income level (annual/yearly): (important for U.S.)

Gender

Are you from the USA

Are you from the USA


State/ Region/ country?

Would it be alright if I reached out to get more details on your responses? If so, please enter your name and email address

Thanks again for taking the time to fill this out! It truly means the world to me. 💌