| Date | May 2018 | Marks available | 4 | Reference code | 18M.3.HL.TZ0.2 |
| Level | HL | Paper | 3 | Time zone | no time zone |
| Command term | Explain | Question number | 2 | Adapted from | N/A |
Question
The Natural Brush, see Figure 2, is a toothbrush based on sustainable design. The handle is made from 100 % biodegradable bamboo and the bristles are made of Nylon 6 which the manufacturers claim is the most biodegradable nylon in the world.
Figure 2: The Natural Brush
[Photo by Sara Groblechner on Unsplash]
List two ways in which the Natural Brush is an example of sustainable design.
Outline how the Natural Brush can be seen as an example of ethical consumerism.
Outline one pricing consideration and how it would stimulate sales of the Natural Brush.
Explain how the Nautral Brush balances material, health and usability considerations.
Markscheme
use of bamboo reduces the amount of plastic being used and disposed of / limits the build-up of waste (environmental) ✓
made from 100% biodegradable material (bamboo, nylon) / cyclic / circular economy / safe (environmental) ✓
promotes human well-being during production, use and disposal (social) ✓
encourages public health (social) ✓
the Natural Brush provides employment (economic) ✓
sales contribute towards local economy (economic) ✓
Award [1] for each way listed of how the Natural Brush is an example of sustainable design.
Note to markers: this is a list question.
the Natural Toothbrush provides an alternative to traditional plastic toothbrushes / the Natural Brush only uses biodegradable materials ✓
this allows consumers to make a conscious decision to buy a product that does not harm the environment / positive buying ✓
an increasing number of consumers are demanding ethical products ✓
this has provided the impetus for designing and developing the Natural Toothbrush ✓
Award [1] for identifying how the Natural Brush can be seen as an example of ethical consumerism and [1] for a brief explanation
psychological pricing / by ending the price with .99 ✓
will make the customer believe it is cheaper than it really is ✓
competitor based pricing / pricing the Natural Toothbrush similar (cheaper) than existing competitor plastic toothbrushes ✓
otherwise people won’t buy it, and it would be withdrawn from the market ✓
promotional pricing / the manufacturer may provide a limited period of a discounted price when the product is launched ✓
to encourage early adoption / to encourage consumers to trial the Natural Toothbrush ✓
premium pricing / a higher retail price than other toothbrushes in the market / the sustainable nature of the Natural Brush ✓
may suggest a high quality / niche product / some consumers may be prepared to pay a higher price / premium price for it ✓
Award [1] for identifying a pricing consideration and [1] for a brief explanation of how it would stimulate sales of the Natural Brush
Material:
made from biodegradable bamboo and Nylon 6 / made from sustainable materials / material allows for ergonomic shape / material allows for strength of handle / design similar to existing toothbrushes ✓
Health:
non-toxic / hygienic / provides same health benefits as existing toothbrushes / safe during disposal ✓
Usability:
same usability (functionality) as existing toothbrushes / ergonomic design / comfortable / (useful/effective/likeable/learnable) ✓
Overall:
balancing all three aspects results in a functional design and leads to product acceptance / diffusion in the market / evokes emotions (ideo-pleasure) ✓
each of the three considerations are dependent on the other if one usability consideration failed, the Natural Brush would fail as all three need to be at a minimum standard for acceptance ✓
[1 max]
Award [1] for each of four distinct points in an explanation of how the Natural Brush balances material, health and usability considerations.
Note to markers – each of the considerations needs to be addressed with an overarching statement required for the fourth mark.
