A Study of Motivators Impacting the Purchase Intention of Refurbished Electronic Goods: An Empirical Investigation of Generation Z

Abstract

This study analyses the motivators influencing Generation Z’s intention to purchase refurbished electronic goods, a critical aspect of achieving SDG 12 for responsible consumption and production. Using the extended Theory of Planned Behaviour (TPB), the research integrates perceived benefits (PB), product knowledge (PK), and perceived risk (PR) to examine their impact on purchase intention (PI). Data from 215 students across three Indian universities were analysed through Structural Equation Modelling with Smart PLS 3.0. Findings indicate that purchase attitude (PA), perceived behavioural control (PBC), subjective norms (SN), PB, and PR significantly influence PI for refurbished electronics. Surprisingly, PI is not significantly impacted by the PK. Attitude emerged as a significant mediating variable affecting PI for refurbished electronic goods. This research is among the pioneering empirical studies focusing on Gen Zs motivations in the context of refurbished electronics, a sector ripe for growth yet underexplored in academic literature. Unlike studies on broader sustainable consumption, this paper uniquely addresses the intersection of TPB with additional constructs specific to refurbished goods. The insights are valuable for companies in shaping business models and marketing strategies that highlight the benefits and mitigate the risks associated with refurbished products. For policymakers, the findings support initiatives to foster sustainable consumption and contribute to achieving net zero carbon emissions by 2050. Overall, the study’s focus on a significant and emerging market segment enhances its relevance to sustainable economic practices and consumer behavior literature. This study underscores refurbished electronics’ potential to transform consumption patterns, aligning with SDG 12 goals.