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Keywords: Mental accounting
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Journal Articles
The resale–repurchase cycle: how consumer perceptions of gain and loss shape sustainable consumption
Journal:
Social Responsibility Journal
Social Responsibility Journal (2025) 21 (9): 1874–1889.
Published: 13 August 2025
...Hsunchi Chu Purpose This study aims to explore how reselling unwanted items influences new product purchases within an environmental sustainability context. Drawing on utility theory, prospect theory and mental accounting theory, it examines how individuals perceive gains and losses in resale...
