WHY DO WE HOLD ON TO PRODUCTS WE NO LONGER USE? How consumers’ perceived value of neglected products influences their non-disposal behaviour
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2019-07-02
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en
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Abstract
The purpose of this study is to answer the following research question. “Why do customers hold on to neglected products?” Neglected product are durable products that are no longer used by consumers. An exploratory, qualitative research was conducted in the form of semi-structured interviews. Five assumptions and matching interview questions guided the data collection and analysis process. The study found that consumers do not dispose of neglected products because of the perceived value they attach to it. Especially the perceived utilitarian value and perceived epistemic value of the neglected product is the reason why consumers hold on to them. Consumers often do not see any benefits in the disposal of a neglected product. They are afraid to experience a feeling of loss when they do dispose of it and a situation arises in which they could have used the product. A theory that could further explain this phenomenon is prospect theory. Future research should try to confirm a relationship between consumers’ non-disposal behaviour of neglected products and prospect theory.
Keywords: neglected products, consumer disposal behaviour, perceived value
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Faculteit der Managementwetenschappen