Value Orientations, Product-Specific Considerations, and Conditional Consumer Acceptance of Refrigerators Containing Recycled Materials in Poland

The transition toward a circular economy requires not only technological and regulatory changes but also consumer acceptance of products incorporating recycled materials. While previous research has extensively examined pro-environmental consumption, comparatively less attention has been paid to high-involvement durable goods, where purchase decisions are infrequent and involve substantial financial and functional considerations. This study explores how consumers evaluate refrigerators containing recycled insulation by examining the interplay between personal value orientations, product-specific considerations, overall product evaluation, and conditional purchase consideration. The study draws on two qualitative focus group interviews conducted in Poland with 14 participants representing two age cohorts. The transcripts were analysed using thematic analysis combining deductive and inductive coding. The findings show that biospheric, altruistic, egoistic, and hedonic value orientations coexist in consumers’ reasoning, while their relative relevance varies with the purchase context. Product-specific considerations, including price, quality, durability and reliability, energy efficiency, functionality and usability, design and aesthetics, and credible product information formed an important complementary dimension of product evaluation. Recycled insulation was not evaluated as inherently positive; rather, participants’ evaluations were qualified by the perceived credibility of environmental benefits and expectations concerning product performance. Purchase consideration was likewise strongly conditional, particularly on price comparability, durability, reliability, and transparent environmental information. The study contributes to sustainable consumption and circular economy research by showing how personal value orientations and product-specific considerations are jointly reflected in the evaluation of a high-involvement durable circular product. The findings further demonstrate that favourable environmental perceptions may contribute to product evaluation without being sufficient, on their own, to generate willingness to purchase.