Management Practice Insights

Abstract

Problem of Practice:

Upcycled products, i.e, products created from components made by converting old or used product parts, are a good way to promote sustainable consumption. However, such products are often perceived as inferior, and consumers may doubt their quality and functionality. How can product designers and manufacturers create more appealing upcycled products, and how can marketers efficiently market them? Recent research by Caprioli and team suggests a novel mechanism to bring about a positive ‘Aha!’ moment for upcycled products which can increase their appeal¹