“That´s disgusting!” - Consumers reluctance to buy products made from recycled materials - the transformative power of providing information and anthropomorphism
(A2026-133836)

AUTHORS

Philip Wagner, Seeburg Castle University; MAGDALENA BEKK, Seeburg Castle University

ABSTRACT

Many recycled plastic products carry a previous life—for example, a T-shirt made from discarded PET bottles. While companies increasingly promote items “made from ocean plastic,” it is unclear how consumers respond when products originate from more sensitive materials, such as recycled FFP2 masks. We argue that acceptance of such products depends on overcoming evolved reactions of disgust and contamination. Across three experiments, we identify two practical strategies that increase consumers’ willingness to buy products made from recycled materials: providing information and using anthropomorphic design. Explaining the recycling process and emphasizing the product’s hygienic safety improves consumer responses. Additionally, presenting the recycled material through an anthropomorphic narrative enhances willingness-to-buy. Together, these two approaches help marketers foster acceptance of products made from recycled material and contribute to reducing plastic waste.