Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 545393
Title When product attitudes go to waste : Wasting products with remaining utility decreases consumers' product attitudes
Author(s) Herpen, Erica van; Hooge, Ilona E. de
Source Journal of Cleaner Production 210 (2019). - ISSN 0959-6526 - p. 410 - 418.
Department(s) WASS
Marketing and Consumer Behaviour
Publication type Refereed Article in a scientific journal
Publication year 2019
Availibility Full text available from 2021-02-10
Keyword(s) Attitude - Cognitive dissonance - Discomfort - Waste

Consumers regularly waste products with unused utility (e.g., edible food, functioning appliances), but also have an aversion to such wastefulness. The present paper demonstrates that this wasting conflict has relevant managerial implications. Drawing upon cognitive dissonance theory, the authors predict and reveal in three experiments that brand attitudes for everyday mundane products can suffer when the unused utility of such products is wasted. Two scenario studies show that wasting a product with unused utility leads to feelings of discomfort (Experiment 1), and to lower product attitudes (Experiment 2). A final study (Experiment 3) replicates the effect on brand attitudes in an actual consumption situation. Moreover, it shows that brand visibility is a moderator in this process: wasting tends to lead to lower brand attitudes when the brand is visible at the moment of wasting, but not when the brand is not visible. Collectively, these experiments provide novel insights into how and when the generation of waste can have detrimental effects on brand attitudes, demonstrating the importance of consumer waste acts for industry.

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