A sustainable step forward:Understanding factors affecting customers’ behaviour to purchase remanufactured products

Despite its significant benefits, remanufactured products have very limited uptake in the customer market. Although prior research explored the main motivations of consumer remanufactured behaviour, there is a lack of investigation that explains the complexity of remanufactured consumption behaviour. Based on the complexity theory, our study developed an integrated model to explore factors affecting consumers to purchase remanufactured products. FsQCA was utilised to analyse the collected data. The findings indicated that there are six solutions that can lead to high level of remanufactured behaviour. The necessary condition analysis revealed that moral obligation, moral accountability, perceived risk, perceived risk, and cost knowledge are necessary antecedents for consumers’ behaviour to purchase remanufactured products. This study provides remanufacturer and retailers with meaningful practical implications to promote remanufactured consumption.