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Consumer Responses to Sustainability Effort: The Role of Transformation Level in Recycled Product Evaluation

김정현|박태훈
한국소비문화학회|2023.09|소비문화연구 (Journal of Consumption Culture)|제26권 제3호|pp. 185-201|DOI 10.17053/jcc.2023.26.3.009

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키워드

gratitude지속가능한 소비sustainable consumption지각된 노력recycled product evaluationproduct transformationperceived effort재활용 제품평가제품 변환감사함

초록

An increasing number of recycled product advertisements have revealed the product’s source materials to highlight the company’s commitment to sustainability. Extending the literature on the positive effects of recycling information, we investigate whether product transformation―the extent to which recycled materials are transformed into new products―influences consumer responses to recycled products. Through two scenario-based experimental studies, we find that consumers not only more (vs. less) favorably evaluate the recycled product but are also more (vs. less) likely to purchase it when the transformation level is high (vs. low). Importantly, we find that when consumers perceive a substantial difference between the source materials and recycled products, they tend to feel more grateful for a company’s sustainable efforts, which, in turn, leads to favorable responses toward the recycled products.

Abstract

An increasing number of recycled product advertisements have revealed the product’s source materials to highlight the company’s commitment to sustainability. Extending the literature on the positive effects of recycling information, we investigate whether product transformation―the extent to which recycled materials are transformed into new products―influences consumer responses to recycled products. Through two scenario-based experimental studies, we find that consumers not only more (vs. less) favorably evaluate the recycled product but are also more (vs. less) likely to purchase it when the transformation level is high (vs. low). Importantly, we find that when consumers perceive a substantial difference between the source materials and recycled products, they tend to feel more grateful for a company’s sustainable efforts, which, in turn, leads to favorable responses toward the recycled products.

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