Investigating the Factors of Students’ Purchasing Intention Towards Refurbished Technology Compared to New Technology

Abstract

With the proliferation of digital technology, understanding student attitudes towards sustainable business practices, such as technology refurbishment, is essential. The practice of technology refurbishment addresses societal challenges, including electronic waste, the cost-of-living crisis for students, and their access to digital technology. Sellers of refurbished technology have developed marketing strategies that aim to provide them with a competitive advantage. Through an empirical examination of students’ purchasing behaviours, this study analyses the factors affecting their purchasing intention towards refurbished technology. The findings reveal that students significantly value the lower price of refurbished technology as opposed to new technology. Other factors influencing students’ intention to purchase refurbished technology include brand loyalty, seller reputation, and product quality. Contrary to previous findings, sustainability was the least influential factor influencing students’ purchasing intention. Notably, brand-certified sellers command greater trust, implying that new sellers should focus on building their company’s reputation. This study’s findings therefore suggest that sellers of refurbished technology should focus their marketing strategies on price competitiveness, quality assurance, and reputation, rather than emphasising sustainability. Future research could provide new insight by examining how demographics and product categories influence students’ purchasing intentions. It should also investigate how seller reputation and product authenticity influence purchasing intentions.