Management Practice Insights
DOI: 10.59571/mpi.v3i2.7
Year: 2025, Volume: 3, Issue: 2, Pages: 82-88
Original Article
Ruppal Walia Sharmai*
iS.P. Jain Institute of Management & Research
* Corresponding author: [email protected]
Received Date:31 May 2025, Accepted Date:10 October 2025, Published Date:15 October 2025
Many businesses today recognize the importance of recycling and upcycling in reducing waste; however, their focus has primarily been on sourcing raw materials and production. It is time to involve consumers as active agents in circular business practices, such as upcycling. While consumer expectations of sustainable brand behaviour have increased, there is a gap between stated consumer intent and their actual behaviour. This gap can intensify when product attributes and/or the consumption experience are modified, as in the case of upcycled products. As a result, such products experience low adoption rates. The recent research by Tianfeng Shi, Rong Huang and Emine Sarigollu discusses how consumers' internal motivations can help shape purchase intentions for upcycled products.1 Marketers can leverage these insights to go beyond highlighting environmental gains and work on enhancing the desirability of such products and ensuring wider adoption of upcycled products
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© 2025 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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