How Do Consumers React to Production Waste?

The article focuses on consumer reactions to production waste in product manufacturing, distinguishing between wasteful resource use and wasteful disposal. Across seven studies involving field experiments, surveys, and secondary data, it finds that consumers are less sensitive to wasteful resource use than to wasteful disposal because they perceive the former as less environmentally harmful. This difference in consumer response is moderated by factors such as resource scarcity and long-term orientation, which increase sensitivity to wasteful resource use and thereby reduce the disparity in reactions. The research highlights implications for sustainability messaging, suggesting that emphasizing resource scarcity or fostering long-term thinking can enhance consumer appreciation of initiatives aimed at reducing resource use, which is critical given its significant environmental impact.