Drivers and barriers of consumer purchase intention of remanufactured mobile phones: a study on Indonesian consumers

Abstract

Remanufacturing is widely practiced because it reduces landfill, saves energy, and conserves natural resources. Little effort is given to exploring the acceptance of remanufactured products, especially the short life-cycle ones. Indonesia, the fourth-largest mobile phone users, needs to tackle the vast WEEE deriving from obsolete mobile phones. This study investigates drivers and barriers of consumer purchase intention for remanufactured mobile phones. Thirteen respondents were interviewed, representing different age groups, genders, and social classes. The key drivers are the affordable price, upgraded specification, and product warranty, while the regulatory concern, trend concern, and obsolescence concern are the main barriers. Perceived quality and quality assurance can be both drivers and barriers, depending on the level. This study recommends remanufacturers to focus on providing upgraded specification at an affordable price and providing information about the remanufacturing process. This study also argues the urgency for the government to enforce rigorous regulation against counterfeit products.