The transition from a linear to a circular economy is becoming increasingly important, but there is a lack of demand for reused products. We draw on the literature on product design and consumer perceived values to theorize how consumers’ functional and symbolic value perceptions influence the reuse of furnishings. First, in Study 1, we show that both functional and symbolic value perceptions positively influence the decision to reuse furnishings, but that a lack of functional values in particular hinders the reuse of furnishings. In Study 2, we show that functional value perceptions are more important than symbolic value perceptions in general, using a representative sample in Switzerland. Finally, in Study 3, we show the limits of the relevance of functional value. That is, the salience of symbolic values (as opposed to functional values) increases consumers' preference for reused furnishings compared to new products. These findings enrich the literature on product innovation management by providing sound theorizing on the influence of functional and symbolic value perceptions on consumer behavior toward reused products, and contribute to practice. An inferior perception of the function of reused furnishings hinders the establishment of markets for reuse, but additional symbolic value can stimulate product reuse.
