Slowing down and mitigating the impact of climate change necessitates changes to individual behaviour in a multitude of realms. While reducing resource waste in the production process and consuming less are essential, it is also necessary to increase resource reuse with both effective re- and upcycling. However, relatively little is known about the determinants of upcycling behaviour. In this chapter, the literature on the identified psychological and social drivers is reviewed. A broader reading of behavioural determinants for green behaviour change is used to outline possible pathways for behaviour change still untested in a scientific setting in the context of upcycling. The chapter concludes with a critical review on the relative impact of both up- and recycling compared to their perceived effectiveness. Potential ways increase the likelihood of effective reuse while also reducing overall resource use are considered from a social norms perspective.

This chapter discusses whether the existing IP laws in Europe offer sufficient room for upcycling from the perspective of fundamental rights. It is argued that both the EU Charter and the ECHR may include obligations to facilitate the innovative reuse of materials. This is considered both as a matter of artistic freedom and as a positive obligation to safeguard the right to life, health, and a sustainable environment. From this perspective, existing IP laws may not be accommodating enough of creative and innovative upcycling practices. It is suggested that, as a matter of direct effect of primary EU law, both the Charter and free movement of goods may have a limiting effect on the enforceability of IP rights.

Upcycling, the creative reuse of pre-existing materials, offers clear environmental benefits by reducing waste and conserving resources, while also promoting sustainable consumption. However, despite its potential, consumer understanding of upcycling remains limited, with many either unfamiliar with the term or conflating it with other sustainable practices. This conceptual ambiguity can undermine confidence in upcycled products, hinder market adoption, and pose challenges for businesses. The inclusion of branded materials in upcycled goods further complicates the landscape, raising legal and reputational concerns for trademark holders and prompting questions about consumer confusion and fairness. To investigate these issues, this chapter presents empirical insights from three studies involving 2,393 participants. Study 1 examines consumers’ understanding of upcycling. Study 2 explores how branded materials in upcycled products influence evaluations and manufacturer identification. Study 3 assesses the effect of different information about manufacturers on consumer perceptions and recall. Findings provide a foundation for considering the legality of trademark use in upcycling and inform strategies for promoting consumer awareness, supporting sustainable business models, and safeguarding both brand and consumer interests in the transition from a linear to a circular economy.