Home Business Knowing where an upcycled product comes from makes you more likely to buy it
    Editorial & Advertiser disclosure
Our website publishes news, press releases, opinion and advertorials on various financial organizations, products and services which are commissioned from various Companies, Organizations, PR agencies, Bloggers etc. These commissioned articles are commercial in nature. This is not to be considered as financial advice and should be considered only for information purposes. It does not reflect the views or opinion of our website and is not to be considered an endorsement or a recommendation. We cannot guarantee the accuracy or applicability of any information provided with respect to your individual or personal circumstances. Please seek Professional advice from a qualified professional before making any financial decisions. We link to various third-party websites, affiliate sales networks, and to our advertising partners websites. When you view or click on certain links available on our articles, our partners may compensate us for displaying the content to you or make a purchase or fill a form. This will not incur any additional charges to you. To make things simpler for you to identity or distinguish advertised or sponsored articles or links, you may consider all articles or links hosted on our site as a commercial article placement. We will not be responsible for any loss you may suffer as a result of any omission or inaccuracy on the website.

Knowing where an upcycled product comes from makes you more likely to buy it

by uma
0 comment

 

Tuesday 6 September 2022

 

Knowing where an upcycled product comes from makes you more likely to buy it

Customers are more likely to buy upcycled and recycled items if they know the product’s origin, finds new research from Vienna University of Economics and Business (WU).

According to the study, led by Bernadette Kamleitner, a Professor at WU’s Institute for Marketing and Consumer Research, demand for upcycled and recycled products increases if the origin of the products is emphasised.

“The previous identity of a product can make buyers think about the product’s history and create a sense of owning something unique,” said Kamleitner.

“Marketing specialists can help customers realise that repurposed products are special by emphasising the products’ previous identities. This works even if it means telling customers that the products were made from trash,” she added.

Together with her team, Kamleitner, conducted three field experiments and four controlled experiments.

Alongside finding that demand for upcycled goods increases with knowledge of the product’s previous life, she also found that the strategy of emphasising a product’s former identity must be very well crafted in the case of products whose prior history is clearly visible.

The paper, A Cinderella Story: How Past Identity Salience Boosts Demand for Repurposed Products, was published in the Journal of Marketing, and can be accessed here.

 

You may also like