Waste prevention by consumers' product redistribution: Perceived value, waste minimization attitude and...

Waste prevention is the most effective way to reduce waste as it often occurs before products or materials are identified or recognized as waste. However, the topic of waste prevention has been overlooked by academics, policy makers and managers. Addressing this gap, this paper studies waste prevention with a focus on product redistribution behavior, whereby consumers move unwanted but still functioning products to others either by reselling, passing along or donating, all of which extend the product lifetime and prevent waste effectively. Based on a self-reported survey of 245 mobile phone users and 277 sunglasses wearers, this study finds that: (1) Functional value of mobile phone, but emotional value of sunglasses, derived from the current product is positively related to redistribution behavior; (2) Although the total impact of social value on product redistribution behavior is insignificant, social value has a positive direct impact on product redistribution behavior; as well as a negative indirect impact on it via waste minimization attitude; (3) Product-self consistency moderates the indirect negative impact of social value on product redistribution behavior. This study complements and advances extant research on waste prevention from the perspective of product attributes and value perception, and offers implications for businesses to design high value perceived products and prevent premature waste of useful products by facilitating redistribution channels; and for policy makers to cultivate waste minimization attitude of the public and shape consumer behavior to reduce waste at source.