Management Practice Insights
DOI: 10.59571/mpi.v1i2.6
Year: 2023, Volume: 1, Issue: 2, Pages: 52-56
Original Article
Received Date:09 August 2023, Accepted Date:22 September 2023, Published Date:12 October 2023
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
1 Sara Caprioli, Christoph Fuchs, and Bram Van den Bergh, “On Breaking Functional Fixedness: How the Aha! Moment Enhances Perceived Product Creativity and Product Appeal,” Journal of Consumer Research 50, no. 1 (2023): 48–69.
2 E. A. Crunden, “How Useful Is Recycling, Really?,” The Atlantic, January 28, 2021, https://www.theatlantic.com/science/archive/2021/01/recyclingwont-solve-climate-change/617851/.
3 Precedence Research, “Global Recycling Services Market Size 2020-2030,” Chart (Statista, March 8, 2022), https://www.statista.com/statistics/239662/size-of-the-global-recycling-market/.
4 Patagonia, “How We Turn Scraps into New Gear - Patagonia Stories,” October 18, 2019, https://eu.patagonia.com/is/en/stories/second-stories/story-74520.html.
5 “Dell EcoLoop Pro Sleeve 15-16 | Dell India,” Dell, accessed August 8, 2023, https://www.dell.com/en-in/work/shop/dell-ecoloop-pro-sleeve-15-16/apd/460-bdmb/carrying-cases.
6 Elisabeth Braw, “Southwest Airlines Upcycles 80,000 Leather Seats into Bags, Shoes and Balls,” The Guardian, July 15, 2014, sec. Guardian Sustainable Business, https://www.theguardian.com/sustainable-business/southwest-airlines-upcycle-leather-seats-aeroplane-bags-shoes-balls.
7 Chelsea Logan, “6 Faux Eco-Friendly Beauty Products to Avoid — And What to Look for Instead,” Healthline (blog), March 5, 2021, https://www.healthline.com/health/beauty-skin-care/eco-friendly-beauty-products.
8 Liz Thompson, “12 Beauty Brands That Upcycle Food Waste Into Sustainable Skincare Options,” April 19, 2023, https://www.glam.com/1262311/beauty-brands-upcycle-food-waste-sustainable-skincare/.
9 Corrado Rizzi, “Nike Hit with Class Action Over ‘Greenwashed’ Sustainability Claims,” May 15, 2023, https://www.classaction.org/blog/nike-hit-with-class-action-over-greenwashed-sustainability-claims.
10 Pranshu Patel, “Why Upcycled Products Cost More? – Planet Rescue 101,” December 14, 2020, https://planetrescue101.design.blog/2020/12/14/why-upcycled-products-cost-more/.
11 Belinda Goldsmith, “Trash or Treasure? Upcycling Becomes Growing Green Trend,” Reuters, September 30, 2009, sec. Lifestyle, https://www.reuters.com/article/us-trends-upcycling-idCATRE58T1ME20090930.
12 Esha Chhabra, “Failure of Puma’s Biodegradable Range Doesn’t Mean Eco-Fashion Is Dead,” The Guardian, October 10, 2015, sec. Guardian Sustainable Business, https://www.theguardian.com/sustainable-business/2015/oct/10/failure-puma-biodegradable-range-eco-fashion-not-dead.
13 Ikea, “Turning Plastic Waste into Beautiful Textiles,” accessed August 23, 2023, https://about.ikea.com/en/sustainability/a-world-without-waste/turning-plastic-waste-into-beautiful-textiles.
14 Seema Sekhri, Practice of Chindi Dari, interview by Surkiti Sekhri Gupta, In-person, oral, July 2023.
15 Aksa, “Simplicity and Recycling: What Is a Chindi Rug?,” Aksa Home Decor, March 1, 2022, https://aksahomedecor.com/blogs/news/art-or-recyclingwhy-should-i-buy-chindi-rug.
16 Kalpana Sunder, “The Stories Hidden in the Ancient Indian Craft of Kantha,” October 20, 2022, https://www.bbc.com/culture/article/20221020-the-stories-hidden-in-the-ancient-indian-craft-of-kantha.
17 “Impact We Create,” scrap shala, accessed August 23, 2023, https://scrapshala. com/pages/impact-we-create.
© 2023 Published by SPJIMR. This is an open-access article under the CC BY license (https://creativecommons.org/licenses/by/4.0/)
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