The Determinants of Consumers` Purchase Decisions for Recycled Products: An Application of Acquisition-Transaction Utility Theory

Abstract

This study investigated the determinants of consumers` purchase probabilities toward eleven recycled products based on Thaler`s (1983, 1985) acquisition-transaction utility theory, which suggested that consumers` purchase probabilities depended on the received value compared to the purchased cost. Consumers` psychological benefit from the purchase was added as part of the purchase utility in this study. The results showed that consumers who perceived more purchase utility from the purchase were more likely to buy the product. Purchase involvement was also positively related to the purchase probability. These results provided a consumers` viewpoint to aid in the development of marketing strategies for recycled products.