Consumer Evaluation of Recycled Products
Mobley, A. S., Painter, T. S., Untch, E. M. & Unnava, H. R. (1995). Consumer evaluation of recycled products. Psychology and Marketing, 12, 3, 165-176.
Investigated 89 university students' evaluation of products regarding whether they were recycled vs nonrecycled, new vs established brand name, and related vs not related to personal hygiene. In groups of up to 4, Ss examined advertisements for 2 products and answered questions. Results show more favorable attitudes toward recycled than toward nonrecycled products, both for products related and for products not related to personal hygiene. Positive effects of recycling held only for established brands. Recycling did not affect evaluation of product quality. Results suggest an underlying affective evaluation process.
