The Older, the Warmer: Role of Product Ownership Duration on Product Dispositions

Many retail organizations, non-profit and for-profit, rely on consumer donations of used goods as a key aspect of their business model. This practice differs from traditional retail, where products are typically acquired through purchases rather than consumer donations. Additionally, major retail brands also actively promote and solicit donations of used goods as part of their corporate social responsibility initiatives. This study explores the role of ownership duration of goods, particularly idle goods, on consumer intention to donate products. Through six experimental studies ( N = 1,134), the research shows that the duration of ownership influences donation decisions, with consumers displaying a greater intent to donate idle products that have been owned for a longer period compared to those with shorter ownership durations. Cognitive dissonance theory is applied to explain the increased sense of anticipated warm glow associated with delayed donations. Furthermore, guilt is found to moderate this effect, prompting consumers to donate regardless of ownership duration when presented with guilt appeals. These findings offer valuable insights into how ownership duration and emotional factors influence consumers’ willingness to donate used goods, with implications for policy and marketing.