Research: Why People Really Buy Upcycled Products
- Author(s)
- Sara Caprioli, Christoph Fuchs, Bram Van den Bergh
- Abstract
Researchers who analyzed consumer feedback from Etsy discovered that what consumers value most about upcycled products is not their sustainability but their creativity. Their findings offer some guidelines for companies who hope to design and successfully market upcycled products: 1) Designers should consider using components from other industries to enhance the appeal of their products and encourage cross-industry collaboration; 2) Product designers and managers should identify new uses for product components; 3) Marketers should emphasize creativity, as well as sustainability, in their messaging about upcycled products; and 4) Companies can boost the appeal of new products by emphasizing design elements that remind consumers of upcycled products.
- Organisation(s)
- Department of Marketing and International Business
- External organisation(s)
- Technische Universität München, Erasmus University Rotterdam
- Journal
- Harvard Business Review
- ISSN
- 0017-8012
- Publication date
- 04-2024
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 502054 Entrepreneurship
- Keywords
- Portal url
- https://ucrisportal.univie.ac.at/en/publications/research-why-people-really-buy-upcycled-products(b5a530ac-1abb-4eae-b234-71c3c05c1972).html