Sneakers Made of Used Plastic? How Consumers’ Implicit Theories Affect Buying Recycled Products

Alessandro Biraglia, University of Leeds, UK
J Joško Brakus, University of Leeds, UK
Ambra Brizi, University of Rome "Sapienza", Italy
Lucia Mannetti, University of Rome "Sapienza", Italy
We investigate how implicit theories influence consumers’ intentions to acquire products made from recycled materials. In three experiments we show that incremental theorists—compared to entity theorists—favor such products more, especially when they think a firm has put effort in transforming the used material to produce a new product.
[ to cite ]:
Alessandro Biraglia, J Joško Brakus, Ambra Brizi, and Lucia Mannetti (2017) ,"Sneakers Made of Used Plastic? How Consumers’ Implicit Theories Affect Buying Recycled Products ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 539-539.