The Influence of Trashing Decisions on Incidental Purchases

Canice M C Kwan, Shirley Y Y Cheng, Alex S L Tsang

    Research output: Chapter in book/report/conference proceedingConference proceedingpeer-review


    Consumers often confront their unused possessions and decide to forgo some of them (e.g., before moving). Incurring pain and costs, trashing evokes a motivation to avoid waste which makes consumers more effortful and conscious of product usage in subsequent purchases. The results of three experiments show that the process of contemplating whether to trash unused possessions reduced purchase intention (study 1). When an option of no choice was available, consumers were more likely to delay purchasing (study 2). Such effects were mitigated if consumers were asked to consider donating (vs. trashing) unused belongings (study 3). Our findings suggest that trashing does not necessarily lead consumers to reject future purchases but makes them more prudent in decisions. For the effect to occur, however, one should incur some pain and costs in the process. Contrary to the conventional belief, this research evidences that trashing is not always an unfavorable option to discourage
    Original languageEnglish
    Title of host publicationConnect. Engage. Transform. ANZMAC 2018 Conference Proceedings
    EditorsJodie Conduit, Carolin Plewa, Dean Wilkie
    PublisherAustralian and New Zealand Marketing Academy
    Number of pages4
    ISBN (Print)9781877040658
    Publication statusPublished - 3 Dec 2018
    EventAustralian and New Zealand Marketing Academy Conference, ANZMAC 2018 - The University of Adelaide, Adelaide, Australia
    Duration: 3 Dec 20185 Dec 2018


    ConferenceAustralian and New Zealand Marketing Academy Conference, ANZMAC 2018

    User-Defined Keywords

    • trashing
    • impulsive purchase
    • sustainable consumption


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