On August 7, 2020, Michael Kowalski, MA successfully defended his master thesis entitled “I love it, I’ll never use it: Exploring factors of product attachment and their effects on sustainable product consumption behaviors.” The thesis was supervised by Dr. Jay Yoon of Design+Environmental Analysis and Dr. Mark Milstein of the Samuel Curtis Johnson Graduate School of Management.

Abstract
Research on the concept of Product Attachment has shown an increased tendency for product retention and delay in disposal. This has been implied to be more environmentally sustainable, though little empirical evidence of actual use and consumption patterns related to attached products is available. This study seeks to further understanding on the mechanisms of attachment to material possessions that can have implications for sustainable product consumption.
Methods – Two studies have been conducted in sequence. The first involved qualitative semi-structured in-home interviews regarding individuals’ assessment of their relationships with material possessions, and evidence of resultant consumption behavior. The second study involved a quantitative online questionnaire with self-report measures of attachment to material possessions and related component factors, and evidence of resultant behavioral outcomes. The results from the two studies showed both active use and passive use of objects of attachment, with evidence of increased redundant consumption associated with objects exhibiting more passive forms of use. Irreplaceability and its component subfactors suggested a reduction in active use of an attached object, as well as an increased likelihood of redundant consumption of similar objects.