Sustainable disposal and evolving consumer–product relationships

Abstract

Increasingly technological waste is linked to environmental degradation. However, sustainable consumerism is made possible by changing not only acquisition and consumption patterns but also the way consumers dispose of technological products. The value of disposal as mechanism to improve environmental sustainability and sustainable consumerism has led to calls for a better understanding of its relation to consumer identity projects. To understand how consumer–product relationships evolve to influence decisions and methods of disposal, a three stage narrative inquiry was employed. Using the high turnover video gaming market, consumer experiences with trade-in through secondary retail outlets is examined. From the analysis, a theoretical model is developed, portraying three distinct consumer–product relationships and their influence on the disposal decision and disposal method: self-extension, self-transition and frequent disposal. The paper discusses contributions to disposal literature, nostalgia and identifies practical implications for retailer strategy.