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When Scarcity Meets Sustainability: Consumer Preferences for Recycled Products
Lei Wang1,2,3, Yawen Huang1,2, Yunchang Liu1,2
1School of Management, Zhejiang University, Hangzhou 310058, China.
Behavioral Sciences (Basel, Switzerland)
|May 27, 2026
Summary
Perceived resource scarcity increases consumer demand for recycled products by fostering holistic thinking about product transformation. However, contamination concerns can diminish this effect, impacting sustainable consumption choices.
Area of Science:
- Environmental Psychology
- Consumer Behavior
- Sustainable Development
Background:
- Waste disposal poses significant environmental challenges, necessitating material reuse for sustainability.
- Recycled products are gaining consumer interest as solutions to waste management.
Purpose of the Study:
- To investigate how perceived resource scarcity influences consumer preferences for recycled products.
- To identify the psychological mechanisms, such as holistic thinking, behind this influence.
- To examine the moderating role of perceived product contamination.
Main Methods:
- Four experimental studies were conducted to induce resource scarcity perceptions.
- Consumer purchase intentions for recycled products were measured.
- Mediation analysis explored the role of holistic thinking.
- Moderation analysis assessed the impact of contamination concerns.
Main Results:
- Consumers experiencing resource scarcity showed higher purchase intentions for recycled products.
- Holistic thinking mediated the positive effect of scarcity on recycled product preference.
- Low contamination perceptions amplified the scarcity effect, while high perceptions weakened it.
Conclusions:
- Perceived resource scarcity can enhance consumer demand for recycled products through cognitive processes.
- Understanding these psychological drivers is crucial for promoting sustainable consumption.
- Addressing contamination concerns is important for maximizing the appeal of recycled goods.
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