Remanufactured consumer goods buying intention in circular economy: Insight of value-belief-norm theory, self-identity theory

This study investigates the direct and mediated impact of ethical sensitivity, pro-environmental self-identity, and ecological consciousness on consumers’ intentions to purchase remanufactured electronic devices, focusing on computers, through the lens of the Value-Belief-Norm (VBN) theory and Self-Identity Theory. Utilizing a cross-sectional research framework, data from 349 respondents were analyzed using Structural Equation Modeling (SEM). The findings reveal that ethical sensitivity and pro-environmental self-identity significantly enhance purchasing intentions, with ecological consciousness serving as both a direct predictor and a mediator. Interestingly, perceived costs negatively influence purchasing intentions, while perceived benefits emerge as a strong positive determinant. However, heightened price consciousness showed no significant effect, suggesting a shift in consumer priorities towards value and sustainability over cost. These results highlight the critical role of aligning marketing strategies with consumers’ ethical and environmental values, emphasizing transparency in marketing and inventory management. The study also offers actionable insights for businesses and policymakers, including strategies to reduce cognitive burdens, foster pro-environmental identities, and enhance trust in remanufactured products. By addressing key psychological and practical barriers, this research contributes to advancing sustainability goals and promoting the circular economy in an era of escalating environmental challenges.