Chapter Overview

Disposition is closely linked to other aspects of consumer behavior. By learning more about disposition trends and patterns, we can increase our knowledge about consumer behavior in general.

We present an overview of the disposition process by outlining a model of disposition (see Exhibit 19.1). Objects may take different paths after acquisition, following various forms of re-use and recycling. The examples show how re-use is a frequent alternative to the acquisition of new goods. Consumers often side-step the market in their disposition behaviors. From a marketing perspective, managing disposition can be viewed as a backward channel of distribution problem. Elaborating our discussion of disposition as a social process, we distinguish between several types of voluntary and involuntary disposition behaviors that consumers experience.

In the next part of the chapter, we profile a variety of disposition behaviors. We discuss such topics as discard behavior, donations, inheritance and other forms of giving, storage, and recycling. Where applicable, we mention some marketing implications.

The discussion then turns to a review of the situational and individual factors that affect disposal choices. We briefly review how factors intrinsic to the product affect disposition. We also discuss the influence of competitive pressures both on firms and individual consumers. Self-imposed industry norms, such as the ISO 14000 principles, may well encourage organizations to pursue some green business strategies over the next decade. Next, we summarize some individual factors that turn up in discussions of disposition. Situational factors and consumers' life cycles are highlighted. Disposition should be thought of as a recurring social and psychological process.

Green consumers are those who take disposition issues into account either in their acquisition behaviors (e.g., buying recycled goods) or in their disposition behaviors (e.g., engaging in composting or waste reduction). In general, there are relatively weak relationships between consumers' demographic profiles, values, attitudes, knowledge, beliefs, and disposition behaviors. We review some of the psychological and social psychological factors that affect people's propensity to engage in particular disposition behaviors.

In the final part of the chapter, we briefly discuss how product disposition may enter into consumers' product choice criteria, and we highlight some market considerations related to recyclable or recycled objects. Some firms and some consumers are beginning to include disposition attributes of products when making acquisitions decisions. For example, some firms are making an effort to close the loop between disposition and production by making things from recycled materials. That is, by pursuing a strategy of sustainable marketing, organizations can find ways to compete effectively in the marketplace and simultaneously pursue the goal of sustaining ecosystems.