Objective: The aim of this study is to investigate the predictors that influence consumer intention to adopt upcycling practices in Brazil. Theoretical Framework: Upcycling emerges as an innovative consumption approach, standing out as a more sustainable alternative compared to traditional methods of goods production. Method: The research adopted a quantitative methodology, using a survey to assess consumers' perceptions of upcycling. Multivariate data analysis and structural equation modeling were applied to identify correlations between the proposed constructs and gain insights into participants' perspectives. Results and Discussion: The results indicate that the factors positively predicting consumer willingness to engage in upcycling are, in order of influence: behavioral intention, followed by the role of beliefs and perceived facilitating conditions, which include skills, knowledge, and inspiration. Research Implications: The research makes a theoretical contribution by providing valuable insights, derived from primary data, into consumers' perceptions of their willingness to engage in upcycling. Practically, the study offers significant implications for management and public policies by promoting a more sustainable consumption approach, raising environmental awareness, and generating tangible social benefits. Originality/Value: The study advances the development of the proposed theoretical model by including and analyzing the influence of predictive factors such as autonomy, empowerment, and entrepreneurial opportunities in the creation of new businesses. The results demonstrate that these factors play crucial roles and make significant contributions to the advancement of consumer behavior theory, deepening the understanding of this phenomenon in practice and promoting more sustainable consumption practices.
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