Sustainable product disposal: Consumer redistributing behaviors versus hoarding and throwing away

Abstract Business strategies involving sustainable product disposal have focused mostly on technical aspects but neglected to adequately incorporate the nature of consumers' behavior. The current study addresses this void. We study consumer product disposal behavior and subsequently offer insights to businesses on how to incorporate consumer input into their strategic decision making in the light of opportunities to mitigate environmental impacts. Consumers' redistributing of unwanted but still useful products to others by reselling, passing along, or donating, rather than hoarding or throwing away, contributes to product lifetime extension and waste management. We study factors influencing product redistribution and explore profile of consumers who engage in various disposal behaviors. Findings from two online surveys, on mobile phones and sunglasses, reveal that specific waste attitudes, that is, waste minimization and waste aversion, rather than general environmental concern, are key determinants of product redistribution choice. Product cost is positively related to reselling and giving behaviors. Furthermore, product quality and product self‐image congruency significantly reduce the odds of throwing away. The method of product redistribution is also influenced by consumers' demographic characteristics including age, education level, and income. This paper advances extant literature on product disposal from the perspective of the consumer and provides input into development of business strategies that incorporate consumers' sustainable disposal behaviors. We also offer input to policy makers on how to curb or delay waste and pollution.