From Waste to Wealth: Exploring Consumer Acceptance of Upcycled and Circular Products in India.
Year: 2026
Type: article
Study design: Observational Study
Abstract: 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.
Author: Jain, Dr. Sheetal
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7225001367