Consumers' preferences in purchasing recycled/refurbished products: an empirical investigation
by Hediyeh Mahmoodi; Jafar Heydari
International Journal of Services and Operations Management (IJSOM), Vol. 38, No. 4, 2021

Abstract: In this paper, we empirically examine consumers' behaviour in purchasing products made of recycled material. The impact of three factors of discount, warranty, and money-back guarantee (return acceptance) on respondents' willingness to buy recycled/refurbished products are analysed by conducting a survey using a questionnaire on 150 respondents. Our survey examines how people with different levels of consumer environmental awareness (CEA) and perceived consumer effectiveness (PCE) behave while they buy various types of recycled/refurbished goods. To this aim, we categorise products into four sorts: 1) technology; 2) household; 3) personal; 4) luxury. Our findings reveal that recycled/refurbished technology products are more popular while there is a little interest in buying refurbished personal products. In addition, the results demonstrate that, although offering discount and warranty have a positive impact on the consumers' willingness to purchase recycled/refurbished products, more than half of the respondents prefer money-back guarantee when buying a recycled/refurbished product.

Online publication date: Thu, 15-Apr-2021

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