Consumer Behavior Perspectives in End-of-Life Product Recovery: A Configurational Study

Abstract

This research examines the often-overlooked role of consumers in circular supply chains, particularly their intentions to return used products at the end of their life cycle. It aims to identify key factors influencing return behavior and expands theoretical perspectives by integrating complexity theory with the Theory of Planned Behavior. This study examined through a configurational lens the various combinations of causal conditions like consumers’ green consumption value, perceived behavioral control, social awareness, return attitude, subjective norms and market characteristics that contribute to consumers’ return intention of used products. The study employs a configurational approach using fuzzy-set Qualitative Comparative Analysis to empirically examine the configurations affecting consumer return intentions. Analyzing data from young respondents in India, the study revealed five configurations of causal factors contributing to consumers return intention. We find that perceived behavioral control has a stronger influence on return behavior than attitude. Additionally, market characteristics and return attitude together serve as core drivers of return intention, while green consumption value and social awareness act as peripheral factors rather than primary motivators. This study contributes to both theory and practice by taking a configurational approach, moving beyond traditional correlation-based studies to explore multiple pathways influencing consumers’ return intention. This study identified five distinct causal pathways leading to consumers’ return intentions, which challenges the idea that all influencing factors must act together, offering a fresh perspective on how different combinations drive consumers’ return intentions. This study fills a key gap by exploring how green consumption value influences return intention, linking it to broader sustainable behaviors.