Firms must understand consumer discontinuousness to manage current products effectively and stay ahead of market changes. We define consumer discontinuousness as the tendency to discontinue the use of successful products, which is essential for identifying eco-friendly preferences, predicting product adoption, and understanding consumer innovativeness. In our study of mask discontinuance after it became non-mandatory in a European city, we found high discontinuousness influenced by eco-limits to growth, dispossession attachment, and novelty seeking. Eco-friendly behavior emerged as the strongest predictor of discontinuousness, while dispossession and openness to new ideas also played significant roles. Correspondence analysis further explored relationships between disposal, product retention, and innovativeness, revealing potential market segmentation based on eco-friendly behavior, product attachment, and openness to new ideas.