When creative consumers go green: understanding consumer upcycling

Research output: Contribution to journalArticlepeer-review

33 Scopus citations


Purpose: Consumers are known to repurpose products for uses other than those they were originally intended for; this paper aims to focus on an environmentally conscious form of creative consumption known as upcycling. Design/methodology/approach: This conceptual paper presents and defines the consumer practice of upcycling. Findings: The author identifies gaps in the literature regarding consumer upcycling and identifies avenues for future research and theory development. Research limitations/implications: Upcycling has considerable implications with respect to end-of-life planning for products. Originality/value: This research identifies consumer upcycling as an environmentally beneficial form of creative consumption and discusses its implications for firms.

Original languageEnglish
Pages (from-to)394-399
Number of pages6
JournalJournal of Product and Brand Management
Issue number4
StatePublished - 2016


  • Consumer innovation
  • Consumer recycling
  • Creative consumers
  • Creative consumption
  • Environmentalism
  • Upcycling


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