Frugal by nature or by need? Unpacking long-term smartphone use in Japan and Germany

Understanding consumer behavior is crucial for promoting sustainability in an era of rapid technological advancement and environmental challenges. This study focuses on Japan and Germany. Drawing on data collected through an online survey conducted by a professional web survey company in early 2024, 600 participants were recruited (300 from each country). The analysis employed structural equation modeling (SEM) to examine the relationships between price consciousness, perceived knowledge, emotional attachment, perceived risk, and frugality, as well as their influence on long-term use intentions. The findings reveal that frugality significantly mediates these relationships, with notable cultural distinctions. In Japan, frugality aligns with cultural norms that emphasize resource conservation, thereby amplifying the impact of emotional attachment and perceived knowledge. In Germany, where trust in refurbished products is higher, frugality plays a less pivotal role, with technological reliability and innovation taking precedence. Perceived risks associated with refurbished smartphones negatively impact long-term use intentions in both countries, highlighting the need to address consumer concerns about quality and performance. Practical implications for businesses include designing durable, repairable products, offering extended warranties, and fostering emotional attachment through personalization. Policymakers are encouraged to support repairing infrastructure and enforce regulations ensuring fair access to restore resources. By leveraging SEM to analyze cross-cultural data, this study provides actionable insights for promoting sustainable practices, aligning with global efforts toward a circular economy.