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Steel is real: How nostalgia shapes re-circulation

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  • Dam, Christian

Abstract

This paper demonstrates how nostalgia entices consumers to re-circulate objects rather than discard them. Through multimethod qualitative inquiry into the Danish vintage cycling community, this paper highlights how consumers’ nostalgic attachment to the biographies of old objects propels re-circulation. The analysis builds on three distinct modes of nostalgia: reluctant, progressive, and playful nostalgia. These modes of nostalgia entice re-circulation via curation, re-enactment, and restoration. By uncovering how nostalgia influences decisions to preserve and extend the life of objects, this paper advances existing theory by elucidating the connection between re-circulation and nostalgia.

Suggested Citation

  • Dam, Christian, 2025. "Steel is real: How nostalgia shapes re-circulation," Journal of Business Research, Elsevier, vol. 201(C).
    • Handle: RePEc:eee:jbrese:v:201:y:2025:i:c:s0148296325005363
    DOI: 10.1016/j.jbusres.2025.115713
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    References listed on IDEAS

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