Consumer upcycling as emancipated self-production: Understanding motivations and identifying upcycler types

The valorization (i.e., exploitation, enhancement, upcycling or general re-use) of products at the end-stages of their lifecycle is a key aspect of waste management in most industrialized countries. However, consumer waste reduction through upcycling practices has received little attention in the empirical research. In this study we explore the nature of these product reuse practices and link it to other types of self-production practices. Through the lens of the self-determination theory, the various motivations that drive consumer upcycling are investigated through the netnographic analysis of interactions in an online upcycling community. Netnography, an online research method originating in ethnography, is thus applied to expand the range of consumer motivations for upcycling and to identify specific types of upcyclers. Numerous posts and comments from an Italian online community of upcyclers over an eight-year time span is then analyzed via computer-assisted qualitative data analysis software. The findings challenge the idea stated in previous research that environmental issues are the underlying driver, by revealing a wide range of motivations that inspire different types of upcyclers (ecologists, eco-creatives, utilitarians, hedonists and educators). Most upcycling activities thus can be read as an introspective and pragmatic form of resistance to consumerism in which consumer empowerment (competence acquisition, creativity and autonomy) - especially in a family dimension - seems more prevalent than environmental concerns. The proposed typology of upcyclers leads to an enabling stance towards consumer upcycling by both public policy makers and practitioners. The study sheds light on an emerging practice in the under researched areas of the end-stages of consumption and consumer waste reduction.