Abstract:Materialism is often blamed for consumers' unsustainable consumption behaviors and its contribution to a growing "throwaway culture." Conversely, frugal consumers are regarded as both restrained in their acquisition, and resourceful in their use and disposal of products. In this paper, the authors challenge and empirically test these prevailing beliefs. The authors focus on a much-neglected aspect of the consumption continuum: the disposal of products at the end-use of consumption, and how key consumer traits … Show more
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