The Intersection of Sustainable Consumption and Anticonsumption: Repurposing to Extend Product Life Spans

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