Researchers who analyzed consumer feedback from Etsy discovered that what consumers value most about upcycled products is not their sustainability but their creativity.
Their findings offer some guidelines for companies who hope to design and successfully market upcycled products: 1) Designers should consider using components from other industries to enhance the appeal of their products and encourage cross-industry collaboration; 2) Product designers and managers should identify new uses for product components; 3) Marketers should emphasize creativity, as well as sustainability, in their messaging about upcycled products; and 4) Companies can boost the appeal...
emphasizing design elements that remind consumers of upcycled products.is a postdoctoral researcher at the TUM School of Management in Germany. Her work focuses on the effects of creativity and artificial intelligence on human behavior.is a professor of marketing at the University of Vienna in Austria. His research is situated at the interface of marketing, technology, and human behavior.is professor of marketing at the Rotterdam School of Management, Erasmus University Rotterdam.
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