From Waste to Wealth: Exploring Consumer Acceptance of Upcycled and Circular Products in India.

This quantitative study investigates consumer adoption of upcycled and circular products in India. Primary data from 300 respondents were analyzed using SPSS 29 and SmartPLS 4 (SEM). The measurement instrument demonstrated high reliability (alpha = 0.851\{--}0.913) and factor suitability ({KMO} = 0.891). Results indicate environmental consciousness strongly shapes consumer attitude (beta = 0.612), while trust, perceived value, and social influence significantly drive purchase intention (R^2 = 0.624). Additionally, purchase intention mediates the link between attitude and consumer acceptance (R^2 = 0.689), with environmental knowledge acting as a key moderator. The findings provide strategic insights for marketers and policymakers promoting sustainable consumption.