Title: Modelling the purchase intention of millennial and Generation X consumers, towards refurbished mobile phones in India

Authors: Prathamesh Mhatre; Hosur Srinivasan Srivatsa

Addresses: 962, Om Palace, Mankeshwar Colony, Mankeshwar Road, Uran, Navi Mumbai 400702, India ' Faculty of Management and Commerce, M.S. Ramaiah University of Applied Sciences, University House, New BEL Rd, MSR Nagar, Gnanagangothri Campus 560054, Bengaluru, Karnataka, India

Abstract: In the midst of worldwide environmental concern, many companies have started implementing refurbishing, recycling and reuse strategies. This paper discusses refurbished mobile phones in particular, which have seen a 41% year-on-year growth in Indian markets for 2018. To develop strategies for promotion, advertisement and customer retention, the purchase intention of customers must be understood. This paper focuses on identifying the determinants that influence consumers' intention to buy refurbished mobile phones and further examines the differences in the purchase intention of millennial and Generation X consumers by using Structural Equation Modelling. The results for millennials show that product knowledge, perceived risk, attitude towards refurbishment and subjective norm significantly impact their purchase intention. Attitude towards refurbishment, perceived risk and perceived benefit have a significant impact on the purchase intention of Generation X consumers.

Keywords: refurbishing; refurbished mobile phones; purchase intention; millennial; Generation X.

DOI: 10.1504/IJGE.2019.104512

International Journal of Green Economics, 2019 Vol.13 No.3/4, pp.257 - 275

Received: 23 Sep 2019
Accepted: 20 Nov 2019

Published online: 16 Jan 2020 *

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