Circular Disposition of Products we No Longer Use: The Deciding Social Triggers in changing Consumers’ Disposition Intention.
| dc.contributor.advisor | Joosten, H. | |
| dc.contributor.author | Maduro, Lysienne | |
| dc.date.issued | 2021-06-29 | |
| dc.description.abstract | As the world’s consumption rises and raw materials become scarcer, products that are still usable or that could be reused or repurposed by someone else are being kept and neglected, which disrupts the disposition process and circularity. This research aimed to create a more comprehensive understanding of the product neglect phenomenon by proposing that messages aimed at behavioural change focusing on a combination of decreasing the perceived loss for the utilisation of the perceived functional value and increasing the perceived gain for the consumer is the most effective in changing the disposition intention of a consumer. Through a scenario-based experiment, respondents expressed their opinion on what type of social factor most triggers them into changing their disposition intention in favor of circular alternatives. The results concluded that marketing efforts should be focused on incorporate messages that broadcasts the essence that “Someone else really needs it” and “the product could provide the same or more value / enjoyment to someone else” in their marketing campaigns and advertisements. Overall, this research provided an initial quantitive overview concerning the deciding social triggers in changing consumers’ disposition intention in favor of circular alternatives. | en_US |
| dc.identifier.uri | https://theses.ubn.ru.nl/handle/123456789/11113 | |
| dc.language.iso | en | en_US |
| dc.thesis.faculty | Faculteit der Managementwetenschappen | en_US |
| dc.thesis.specialisation | Marketing | en_US |
| dc.thesis.studyprogramme | Master Business Administration | en_US |
| dc.thesis.type | Master | en_US |
| dc.title | Circular Disposition of Products we No Longer Use: The Deciding Social Triggers in changing Consumers’ Disposition Intention. | en_US |
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