Abstract
Preventing waste is becoming highly pertinent to society as a whole. Ever more consumers are adopting a lifestyle regarding waste prevention by applying sustainable consumption practices. This so-called “precycling” lifestyle involves rejecting waste caused by packaging materials, reducing the amount of waste produced, and consequently reusing items. We investigated precycling as a sustainable consumer lifestyle following the zero-waste approach. Using a flow of four studies of 413 consumers, we developed and tested a stable, reliable, and valid scale to measure precycling behavior, which is closely tied to sustainable consumption patterns, such as low consumption orientation and local product preferences. Moreover, we identified consumer motivations and actions such as voluntary simplicity, low materialism, environmental orientation, and consumer independence as relevant predictors of precycling. The interaction effects illustrated that frugality and mindfulness increase precycling behavior indirectly. These academic findings shed light on the precycling lifestyle as an additional component in explaining sustainable consumption.
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