Consumers' reactions to product obsolescence in emerging markets: the case of Brazil

Product obsolescence represents a major challenge for sustainability. Deliberate curtailment of product lifespan and the symbolic devaluation of devices appear especially acute in the electronics segment, thus pushing up e-waste volumes. However, consumer reactions to these processes as well as their own enactment of psychological obsolescence remain understudied. Based on a representative urban sample survey of 806 Brazilians, this paper discusses the dissonance between consumers' product longevity experience, orientations to replace devices before terminal technical failure, and perceptions of industry responsibility and performance. Results indicate an experience of shortened product lifespan over time, which trails expectations of product longevity, although this fails to fuel consumer dissatisfaction. Technical failure is far surpassed by subjective obsolescence as a motive for rapid product replacement. While individuals acknowledge corporations' role in contrived product replacement, they do not seem to condemn this behavior. We conclude that Brazilians naturalize obsolescence by adjusting downwardly their product lifespan management behaviors. (C) 2015 Elsevier Ltd. All rights reserved.