Recycled or upcycled? Exploring consumer preferences, uniqueness, and implicit theories

Sustainability is vital for ensuring a balanced and harmonious relationship between people, the planet, and prosperity. In this context, the significance of recycled and upcycled products becomes evident. This thesis is centered around exploring consumer preferences for these sustainable alternatives. In Essay 1, the study delves into the influence of implicit self-theories (entity vs. incremental) on the adoption of environmentally friendly alternatives (recycled vs. upcycled). Notable distinctions exist between these two sustainable production methods, prompting an investigation into how these cognitive orientations impact the selection between recycled and upcycled products. Across 2 pretests and 7 studies these relationships are examined. In Essay 2, attention shifts exclusively to upcycled products, analyzing their varying levels of uniqueness. While inherent uniqueness characterizes each upcycled item, the degree of uniqueness varies across different products. The relationship between consumer preference, upcycled product uniqueness, and the felt specialness is examined. In the synthesis of empirical findings and theoretical foundations, both essays yield valuable insights, enriching the consumer behavior literature related to sustainable product selection.