Do environmental concern and perceived risk contribute to consumers' intention toward buying remanufactured products? An empirical study from China

Remanufacturing is an effective way to maximize resource utilization and reduce environmental degradation, which can bring personal and social benefits. This study demystifies the influencing factors which affect Chinese consumers’ intention toward buying remanufactured products. The paper introduced the theory of planned behavior as the basic theoretical support and further enriched by two neglected variables of environmental concern and perceived risk. The 676 respondents participated the questionnaire survey for data collection. Results indicate that consumers’ attitude, subjective norm, and perceived behavioral control exert effect on intention. What’s more, environmental concern positively influences consumers’ attitude, subjective norm and perceived behavioral control, whereas perceived risk negatively affects the attitude and consumers’ adoption intention under buying remanufactured products context. Based on the results, implications for enhancing consumers’ purchasing intention toward buying remanufactured products are provided.

The present study aims to introduce TPB model as the basic theoretical theory and integrates two psychological 27 factors (environmental concern and perceived risk) into the TPB to explore consumers’ intention toward purchasing factors (environmental concern and perceived risk) into the TPB to explore consumers’ intention toward purchasing remanufactured products. The coremanufactured products. The contributions of this research are mainly reflected in the following aspects. Firstly, ntributions of this research are mainly reflected in the following aspects. Firstly, little researches have focused on consumers’ acceptance of remanufactured products (Jimenezlittle researches have focused on consumers’ acceptance of remanufactured products (Jimenez--Parra et al., 2014). Parra et al., 2014). This study attempts to narrow this gap. Secondly, there arThis study attempts to narrow this gap. Secondly, there are few studies which have been conducted to understand the e few studies which have been conducted to understand the effects of psychological factors on consumers’ intention toward ecoeffects of psychological factors on consumers’ intention toward eco--friendly products in developing countries, this friendly products in developing countries, this study try to analysis consumers’ intention toward remanufactured products form thstudy try to analysis consumers’ intention toward remanufactured products form this new perspective. Thirdly, is new perspective. Thirdly, environmental concern and perceived risk are innovatively incorporated into the TPB to explain consumers’ environmental concern and perceived risk are innovatively incorporated into the TPB to explain consumers’ willingness to adopt remanufactured products, thus improving the persuasive power of this model. willingness to adopt remanufactured products, thus improving the persuasive power of this model. H1: Attitude has a positive effect on consumers’ intention to buy remanufactured products. H2: Subjective norm has a positive effect on consumers’ intention to buy remanufactured products. H3: Perceived behavioral control has a positive effect on consumers’ intention to buy remanufactured products. H4: Environmental concern has a positive effect on consumers’ attitude toward buying remanufactured products. H5: Environmental concern has a positive effect on consumers’ subjective norm toward buying remanufactured products. H6: Environmental concern has a positive effect on consumers’ perceived behavior concern toward buying remanufactured products. H7: Perceived risk has a negative effect on consumers’ attitude toward buying remanufactured products. H8: Perceived risk has a negative effect on consumers’ intention toward buying remanufactured products.