Upcycling Process: Consumer and Organization Perception

Objective: This paper aims to assess consumer perception of the use of upcycled by-products and understand the positive and negative aspects of upcycling practice and how it impacts the social, environmental, and economic dimensions of organizations that opt for this process. Theoretical framework: Environmental concerns have made organizations look for sustainability-oriented innovation practices that can become competitive advantages. Upcycling, characterized by the reutilization and transformation of waste into new value-added products, is among the alternatives. Method/design/approach: Quantitative-qualitative applied research was performed. The quantitative stage of the research was carried out using a survey to assess consumer perception. In the qualitative stage, semi-structured interviews were conducted with administrators who use upcycling in their production process. Results and conclusion: The analyses indicate that upcycling is considered a sustainable alternative for production and consumption. However, there are barriers that need to be overcome as regards the use and dissemination of this practice, so that the theme can be increasingly discussed in society and applied by organizations, impacting consumer relationships. Research implications: This research contributes theoretically by providing information derived from the collection of primary data, as regards consumer and administrator´s views on upcycling. From a practical perspective, it is expected this contribution can raise the awareness of society, consumers, existing organizations, and those yet to emerge for the existence and multiple possibilities of upcycling. Originality/value: The study also contributes to the reflection on the use of new socio-environmental practices that can be applied in organizations, from the perspective of consumers and administrators.