The Intersection of Sustainable and Anti-Consumption: Repurposing to Extend Product Lifespans

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 policymakers have suggested that consumers should extend product lifespans through sustainable and anti-consumption practices. In keeping with this proposition, we use the consumer context of repurposing to explore the extension of product lifespans via processes of reusing and reclaiming. Our results identify the antecedents, process, and outcomes of repurposing. Antecedents of repurposing include social influences, repurposing motivations, and object agency. The process of repurposing takes three different forms: aesthetic, functional, and amalgamative. Repurposing outcomes include value creation, behavioral and perception effects, and identity effects. Overall, our results offer marketers and policymakers insights into repurposing as an important avenue for lengthening product lifespans and promoting ...