Underutilized Possessions and Perceived Wastefulness (Abstract)

It is common for consumers to purchase products that they later rarely—or never—use; however, whether retaining underutilized possessions constitutes wastefulness is a matter of controversy. This study aims to shed light on this issue by investigating three dimensions of perceived wastefulness (Utility, Monetary, and Storage Space) related to the fashion industry. Through a 2 x 3 factorial design, 219 participants evaluated scenarios involving an underutilized hoodie with varying time of purchase and utilization statuses. Results indicate significant gender differences, with female participants perceiving significant Monetary and Storage wastefulness to their underutilized hoodies. Interestingly, perceived Monetary wastefulness persists even when long-unutilized items are eventually used, challenging the common belief that the recency effect applies to value justification. The findings advance theoretical understanding of wastefulness by highlighting the role of lost opportunity costs in shaping consumer perceptions of wastefulness. Practically, the study provides insights for social marketers to frame messages that encourage sustainable management of possessions, potentially reducing waste and promoting resource redistribution. Future research directions include exploring the generalizability of findings across other product categories and examining factors influencing redistribution choices, such as donation versus resale, to further enhance sustainable consumption practices.