A new Journal of Marketing study shows that consumers exhibit higher willingness to pay for products that are part of a circular take-back program.

Read an in-depth recap of this research here: https://www.ama.org/2023/10/31/good-for-the-environment-and-good-for-business-how-circular-take-back-programs-enhance-consumer-valuation/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231196576

Reference: Anna Tari and Remi Trudel, “Affording Disposal Control: The Effect of Circular Take-Back Programs on Psychological Ownership and Valuation,” Journal of Marketing.

Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: sustainability, recycling, circular economy, reuse, willingness to pay

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠University FM