When Scarcity Meets Sustainability: Consumer Preferences for Recycled Products

The widespread disposal of waste has led to severe environmental challenges, making the reuse of materials critical for sustainable development. Recycled products, which transform waste into valuable items, are gaining increasing attention from consumers. This research examines how perceived resource scarcity shapes consumer preferences for recycled products and the psychological mechanisms underlying this effect. Across four studies, we induced perceptions of scarcity using two distinct approaches and found that consumers experiencing resource scarcity exhibit higher purchase intentions for recycled products compared with those who do not. This effect is mediated by holistic thinking, which allows consumers to integrate information about a product’s past and present identities, enhancing appreciation for transformation and reuse. Moreover, perceived product contamination moderates this relationship. When contamination concerns are low, scarcity strengthens preference for recycled products, whereas high contamination perceptions weaken or eliminate this effect. These findings extend understanding of how resource scarcity influences sustainable consumption, highlight the cognitive processes driving recycled product demand, and provide practical guidance for policymakers and businesses promoting environmentally responsible consumption.