Qualitative research on the introduction of violet biotechnology (organic electronics) and the implications to actors operating in the electronic and electrical equipment sector. Identifying drivers/barriers to change, working with two industry partners (biotechnology producer and electronic waste recovery company), we will assess the economic, legal, environmental and societal barriers attached with shifting away from inorganic and toxic materials used in the production and use of electronic and electrical equipment. More specifically we will focus on flexible organic electronic devices (e.g. display technologies) which are an emerging class of new materials.