Consumers adoption of healthy lifestyle: Understanding the influence of upcycling drivers on LOHAS consumer behavior

Kajul Bharti () and Richa Agarwal ()
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Kajul Bharti: GL Bajaj Institute of Technology and Management
Richa Agarwal: Deemed University

Journal of Financial Services Marketing, 2026, vol. 31, issue 1, No 5, 19 pages

Abstract: Abstract Upcycling and LOHAS (Lifestyle of Health and Sustainability) are emerging areas of investigation in India, with numerous ongoing empirical and theoretical studies in their early phases. This study examines the impact of various factors that drive upcycling (such as circularity, carbon neutrality labels, trust and transparency, and perceived value) on LOHAS (lifestyles of health and sustainability) attitudes. Moreover, it examines the subsequent influence of the LOHAS attitude on individuals’ behaviours. The current study is also examining the influence of perceived risk on regulating the relationship between drivers of upcycling and LOHAS attitudes. The snowball sampling and judgmental sampling methods were employed to gather a representative sample of 316 consumers who frequently visit various malls, DIY shops, and upcycled product stores in Delhi NCR, Noida, and Gurugram, located in the northern region of India. The study employed partial least squares structural equation modelling (PLS-SEM), and analysis revealed that all the drivers of upcycling, except the carbon neutrality label, were important predictors of LOHAS consumer attitudes. Moreover, the results indicated a positive relationship between LOHAS consumer attitudes and behaviour. In addition, the perception of risk increases the positive connections between trust, transparency, and consumer attitude. The study also examines the managerial implications, limitations, and prospects of the research.

Keywords: Upcycling; LOHAS; Lifestyle of health and sustainability; Carbon neutrality label; Circularity; Perceived risk; Sustainability (search for similar items in EconPapers)
Date: 2026
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DOI: 10.1057/s41264-025-00330-x

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