Predictors of Upcycling in the Highly Industrialised West: A Survey across Three Continents of Australia, Europe, and North America

Abstract

Upcycling, as a way to reutilise resources, offers a promising alternative to production and consumption based on virgin materials. Despite the growing academic and industrial interest in recent years, there is a lack of large-scale cross-country or cross-regional studies that systematically investigate influencing factors for consumer upcycling behaviour. By drawing on social psychological theories of interpersonal behaviour and planned behaviour, this study investigated predictors of upcycling behaviour in five highly industrialised countries of three continents: Australia, Canada, Germany, UK, and USA. Results showed that intention and perceived behavioural control (confidence in abilities) were the most important factors for upcycling. Theoretical and practical implications from this study are discussed in the context of efforts to scale up global upcycling.