KOREASCHOLAR

To address the existential threat of climate change, it is important to study environmentally sustainable products and marketing strategies to promote such products. A repurposed product is created by transforming old objects into something of greater value that serves a different purpose. For example, transforming an old tie into a coffee cup sleeve or turning a discarded oil can into a drum. Thus, repurposed products are one form of waste reduction via reuse. Repurposed products have become popular in the marketplace. There is, however, little research on repurposed product consumption. Furthermore, Gen Z is a relatively unexplored population in past research on sustainable consumption. To address these research gaps, our study identified segments of Gen Zers based on their perceptions of repurposed products via a person-centered approach. Our results provide strategies for effective marketing of repurposed products. Implications for marketers are provided.

• Ernest Kwan(Sprott School of Business, Carleton University, Canada)
• Irene R. R. Lu(Sprott School of Business, Carleton University, Canada)
• Lei Li(Sprott School of Business, Carleton University, Canada)
• Yalda Fadaeiresketi(Sprott School of Business, Carleton University, Canada)