An investigation of two remedial measures for retailers to address the impact of disease threat on sustainable consumption: A moderated moderated mediation model |
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| Affiliation: | 1. Sprott School of Business, Carleton University, 7007 Nicol, 1125 Colonel By Drive, Ottawa, ON, K1S 5B6, Canada;1. School of Business, Konkuk University, 120 Neungdong-ro, Gwangjin-gu, Seoul, 05029, South Korea;2. College of Business Administration, Ritsumeikan University, 2-150 Iwakura, Ibaraki, Osaka, 567-8570, Japan;1. Discipline of Pharmaceutical Technology, School of Pharmaceutical Sciences, Universiti Sains Malaysia, 11800, Minden, Penang, Malaysia;2. PAP Rashidah Sa''adatul Bolkiah Institute of Health Sciences, Universiti Brunei Darussalam, Jalan Tungku Link Gadong BE1410, Brunei Darussalam;3. Razak School of Engineering and Advanced Technology, Universiti Teknologi Malaysia, 54100, Kuala Lumpur, Malaysia;4. Faculty of Business and Management, Universiti Teknologi MARA Selangor, 42300, Puncak Alam, Selangor, Malaysia;5. Faculty of Business, Multimedia University, Jalan Ayer Keroh Lama, 75450, Melaka, Malaysia;7. Graduate School of Business, Universiti Sains Malaysia, 11800, Penang, Malaysia;9. Non-Destructive Biomedical and Pharmaceutical Research Centre, Smart Manufacturing Research Institute, Universiti Teknologi MARA Selangor, 42300, Puncak Alam, Selangor, Malaysia;10. Particle Design Research Group, Faculty of Pharmacy, Universiti Teknologi MARA Selangor, 42300, Puncak Alam, Selangor, Malaysia;1. University of Wuppertal, Schumpeter School of Business and Economics, Walbusch Chair of Multi-Channel-Management, Gaußstr. 20, D-42119, Wuppertal, Germany;2. University of Economics in Katowice, Department of Marketing, ul. 1 Maja 50, 40-227, Katowice, Poland |
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| Abstract: | As many sustainable products in the circular economy are made from used material, concerns over contagion could render them unappealing. Recent studies verified this conjecture, but they did not identify practical remedial measures to help retailers address consumers' contagion concerns. We examine two remedial measures: including the store owner's identity or a sanitization message in the product description. We examine the effectiveness of these remedial measures for refurbished, repurposed, and recycled products; we also consider these products when they are used close to versus away from the body. Through two experiments, we find significant moderating effects of each remedial measure on the moderating effect of disease threat. The remedial measures significantly impact a sustainable product's perceived quality the most, in terms of how perceived quality is affected by disease threat. We find that repurposed products are most sensitive to contagion concerns. We show that products used close to and away from the body can be susceptible to contagion concerns. The findings suggest that consumers can have an exaggerated response to disease threats. Our study contributes to the circular economy by identifying the contexts where remedial measures can overcome the consumer's contagion concerns about sustainable products. By verifying several conjectures of evolution theory and by providing the first examination of how repurposed products are affected by disease threat, the study also contributes to a more comprehensive account of how consumers react to contagion. |
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| Keywords: | Circular economy Sustainable consumption Refurbished Repurposed Recycled Contagion |
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