Factors Influencing Sustainable Purchasing Behaviour of Remanufactured Robotic Lawn Mowers

Abstract

The lack of consumer acceptance for remanufactured products is preventing the transition towards sustainable consumption. When knowledge about remanufacturing among consumers is limited, more insight is required into the consumer’s expectations. The purpose of this paper is to examine the consumer’s expectations and willingness to engage in sustainable purchasing behaviour when considering buying remanufactured robotic lawn mowers. The theory of planned behaviour and variables from green marketing help form the research model, which was tested empirically using survey data from 118 samples. The results indicate that sustainable purchasing behaviour of remanufactured robotic lawn mowers is primarily influenced by the consumer’s attitude and evaluation of the remanufactured product, and less so by external influences. Consumers expecting high product quality, low price, and low risk, had a positive evaluation and were therefore more willing to engage in sustainable purchasing behaviour of remanufactured robotic lawn mowers. More concisely, consumers value performance and price reductions, and worry about the time the remanufactured robotic lawn mower remains functional. Environmental knowledge among consumers is sufficient but cannot be fully translated into positive evaluations and sustainable purchases of remanufactured robotic lawn mowers. This research provides guidance for how remanufacturing firms can improve their circular marketing and remanufacturing strategies.