The Intersection of Sustainable Consumption and Anticonsumption: Repurposing to Extend Product Life Spans

Abstract

One of the primary causes of environmental problems is the overconsumption of natural resources, such as those invested in the production of consumer goods. To combat overconsumption, some researchers and policy makers have suggested that consumers should extend product life spans through sustainable and anticonsumption practices. In keeping with this proposition, the authors use the consumer context of repurposing to explore the extension of product life spans through processes of reusing and reclaiming. The results identify the antecedents, processes, and outcomes of repurposing. Antecedents of repurposing include social influences, repurposing motivations, and object agency. The process of repurposing takes three forms: aesthetic, functional, and amalgamative. Repurposing outcomes include value creation, behavioral and perception effects, and identity effects. Overall, the results offer marketers and policy makers insights into repurposing as an important avenue for lengthening product life spans and promoting sustainable consumption.

“Throwaway” consumption in a consumerist society: Evidence from a developing country

“…This trend has since changed to some extent, and scholars have been paying attention to the wider society, such as the influence of macrosocial values on sustainable consumption (Kilbourne et al, 2002;Kilbourne et al, 2009;Mittelstaedt, Shultz, Kilbourne, & Peterson, 2014) and systemic elements that render sustainable consumption choices difficult for individuals (Little, Lee, & Nair, 2019;Scheurenbrand, Parsons, Cappellini, & Patterson, 2018). However, there still appears to be a strong emphasis on individuals' attitudes and practices in research on unsustainable consumption in general (e.g., Dholakia, Jung, & Chowdhry, 2018;Guillard, 2018;Kristin & Weaver, 2018;Kropfeld, Nepomuceno, & Dantas, 2018;Lim, 2017;White, Habib, & Hardisty, 2019) and throwaway consumption in particular (e.g., Cox et al, 2013;Edbring, Lehner, & Mont, 2016;Lang & Armstrong, 2018;Weelden, Mugge, & Bakker, 2016;Wilhelm et al, 2011).…”

Experiencing Nature through Nordic Restrictions and Freedom

“…Brosius et al 2012, Selvefors et al 2019. Circular consumption is a closed-loop system where materials are in a constant cycle, and in which materials are considered resources rather than recycled and considered waste (Scott and Weaver 2018). Hence, following the calls on taking a more cyclical view into consumption (Prothero et al 2011;Brosius et al 2012), the next subchapter will explain the gap on use and especially on maintenance in the consumption cycle.…”

“…Yet, only a few studies focus on the usage phase. The rare studies where the usage phase has been taken into account emphasize that sustainable consumption should also aim at decreasing waste, expanding product life spans and keeping materials in circulation (Scott and Weaver 2018;Selvefors et al 2019). The usage phase includes product life-extensions, such as the reuse of products, product maintenance, and product sharing, which all play important roles in enhancing sustainable consumption (Prothero et al 2011).…”

“…These studies illustrate the importance of understanding consumers as active agents in extending product lifecycles. Yet, the reuse category has received less attention within sustainable consumption literature (Scott and Weaver 2018). The lone exceptions are studies such as research studying how acquiring other people's trash creates a cyclical consumption model (Brosius et al 2013) and a study on repair (Scott and Weaver 2014).…”

“…The lone exceptions are studies such as research studying how acquiring other people's trash creates a cyclical consumption model (Brosius et al 2013) and a study on repair (Scott and Weaver 2014). Scott and Weaver (2018) for example studied repurposing, the act of assembling an object to a new purpose, to extend the product life cycle. They acknowledge that repurposing increases the attachment to the product, which might then lead to increasing the product life span.…”