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Experiencing less leads to the use of more: The effect of a scarcity mindset on product usage

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  • Tang, Honghong
  • Li, Lin
  • Su, Song

Abstract

In social marketing campaigns, demonstrating the severity of scarcity to highlight the importance of reducing wasteful behaviours is a prevalent approach that seems logically justified. However, whether and how a scarcity mindset influences product usage in waste generation remains unclear. The present article reveals the process underlying the effect of a scarcity mindset on product usage. A series of studies demonstrate that reminding consumers of a scarcity experience induces them to be more selfishly oriented and to experience less anticipated guilt of waste, thereby increasing their usage amount. Furthermore, enhancing the possession–self link with ownership and conducting recycling education for the classification of unrecyclable waste can moderate the effects of a scarcity mindset on usage quantity. This research thus advances our understanding of the factors that affect consumption quantity and sheds light on waste prevention and reduction.

Suggested Citation

  • Tang, Honghong & Li, Lin & Su, Song, 2022. "Experiencing less leads to the use of more: The effect of a scarcity mindset on product usage," Journal of Business Research, Elsevier, vol. 149(C), pages 139-148.
    • Handle: RePEc:eee:jbrese:v:149:y:2022:i:c:p:139-148
    DOI: 10.1016/j.jbusres.2022.05.024
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    1. White, Katherine & Cakanlar, Aylin & Sethi, Shakti & Trudel, Remi, 2025. "The past, present, and future of sustainability marketing: How did we get here and where might we go?," Journal of Business Research, Elsevier, vol. 187(C).
    2. Bahadır Ayar & Huriye Şebnem Burnaz, 2025. "The nexus of scarcity and donation: exploring the interplay of construal of resources, well-being, trust, and efficacy in nonprofit fundraising," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 22(2), pages 373-411, June.
    3. Jin Sun & Chen Chen & Junmei Lan, 2022. "Direct Expression or Indirect Transmission? An Empirical Research on the Impacts of Explicit and Implicit Appeals in Green Advertising," Sustainability, MDPI, vol. 14(23), pages 1-19, December.

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