Love Food, Hate the Brand That I Waste: the Effects of Product Waste on Brand Evaluations

Erica van Herpen, Wageningen University, The Netherlands
Ilona de Hooge, Wageningen University, The Netherlands
Consumers simultaneously waste products with unused utility (e.g., functioning appliances, edible food) and dislike wasting. Our study explains this contradiction with cognitive dissonance, and reveals that wasting has negative consequences for brand evaluations. Brand salience is shown to moderate this effect
[ to cite ]:
Erica van Herpen and Ilona de Hooge (2016) ,"Love Food, Hate the Brand That I Waste: the Effects of Product Waste on Brand Evaluations", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 659-660.