The effects of consumers' perceived values on intention to purchase upcycled products

Abstract

As concerns around today's environmental problems increase, there is a growing need for consumers to accelerate their sustainable behaviors relating to product disposal such as product reuse and product life extension. The purpose of this study was to investigate consumers' value perceptions and their intentions to purchase upcycled products. This study identified the total perceived utility of upcycled products as six values that influence different levels of product attitude, which, in turn, affect purchase intention. In addition, the study examined the moderating role of purchase experience in the relationship between perceived value and product attitude. Survey data from 413 people in the United States were used to test our hypotheses. We found that three values (i.e., green, emotional, aesthetic) had a significantly positive effect on both product attitude and purchase intention. The moderating effect of purchase experience was found only on the paths between green and functional values and product attitude. The findings offer implications for academics, practitioners, and policymakers in designing strategies that encourage people to purchase upcycled products. We conclude that organizations should design strategies that maximize the emotional and aesthetic values of upcycled products using varied and engaging content, such as storytelling, based on each product's background. © 2019 by the authors.