Effects of green and circular products' features on consumers' choice of remanufactured smartphones

Abstract

Purchasing green products is one of the cornerstones to promote sustainable development since the negative impact of these products is lower than traditional goods. In a Circular Economic (CE) context, green products begin to encompass reconditioned products reintroduced to the production and consumption cycle, such as remanufactured products. Many green products and remanufactured products' features intersect; however, the consumers' perception of these two products is not equal. The present work analyses the consumers' intention to purchase remanufactured products in the Southern Brazil, in a CE context. To that end, 228 consumers from Southern Brazil answered a stated preference questionnaire with different scenarios of remanufactured smartphones with warranty, label and discount. Results indicate that warranty, label, and discount positively impact the consumers' choice towards remanufactured smartphones. Furthermore, results indicate that consumers would be willing to give up more on the discount in order to have a scenario where the remanufactured smartphone has a label and warranty. This study contributes to the literature on consumers' perception and purchase intention towards remanufactured products in emerging economies, which is still scarce. Furthermore, the industry might benefit from this work since understanding what affects consumers' purchase intention may help redirect marketing strategies to increase demand and competitiveness.