Responsible waste disposal: An exploratory study of affluent British and Brazilian consumers

Moraes, Caroline; Carrigan, Marylyn and Szmigin, Isabelle (2009). Responsible waste disposal: An exploratory study of affluent British and Brazilian consumers. In: Academy of Marketing Science, 2009 World Marketing Congress, 22-25 Jul 2009, Oslo, Norway.

URL: http://www.mh.no/edu/

Abstract

This paper explores how British and Brazilian consumers dispose of their unwanted or no longer used goods. Post-consumption environmental impact has become a global issue, and the need for consumers to reduce, reuse and recycle is paramount. A study of seven participants with recycling experience was undertaken. Divergent concerns in relation to waste, and distinct symbolic roles for disposition reflected the economically distinct contexts of the participants. Insights from this study can inform future consumer and policy research, and provide a more holistic view of the consumer behavior cycle.

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