Remanufacturing and marketing: Examining consumer intention to buy remanufactured products

Remanufacturing is an industrial process in which used products are converted into like-new products. Remanufacturing recovers value-embedded in used products, thus, lessens waste diposal to the environment. This study, which is based on the case of the plastic bottled water product, aims at depicting consumer behaviour for remanufactured products. In this study, cross-sectional research design is used. Data is collected via structured questionnaire. Convenience sampling procedure is applied. Scales used in this study are assessed in terms of construct validity by conducting exploratory and confirmatory factor analyses. As well, structural equation modelling approach is adopted. Results of this study show that consumers' intention to buy remanufactured products and percieved behavioural control has an influence on their purchase behaviour. In addition, findings indicate that consumers' intention to buy remanufactured products is determined by their subjective norms, attitudes and percieved behavioral control. As well, findings show that consumers' attitudes towards buying remanufactured products are influenced by the level of their green consumption values, subjective knowledge, risk perceptions and emotion of disgust. In this study, consumers' level of disgust emotion is shown to heighten consumers' risk perceptions from remanufactured products. Keywords: Remanufacturing, Consumer behaviour, Marketing practice