How temporal perspective affects the effectiveness of upcycled vs. recycled product advertisements

This study examined how repurposed product types—upcycled versus recycled—and temporal perspectives jointly influence consumers’ attitudes toward the company. Compared to recycled products, upcycled products were found to generate a higher attitude toward the company (Study 1). In addition, the effect of repurposed product types on attitudes toward the company was a function of the temporal perspective (Study 2). Specifically, in sustainability advertising, upcycled products are more effective than recycled products when the temporal perspective is linear, and recycled products are more effective than upcycled products when the temporal perspective is cyclical. This study contributes to the literature on recycled and upcycled products. We also offer practical implications for sustainable advertising designs.