Remanufactured products from university students’ perspective: a reflexive thematic analysis approach

Purpose Consumer skepticism hinders the growth of remanufactured products (RPs). Previous studies have explored factors influencing the intention to purchase RPs, overlooking consumer resistance. This study aims to address this gap by integrating barriers, personal factors and outcome expectations – drawing on innovation resistance and social cognitive theories – from the perspective of higher education. Design/methodology/approach This study conducted semi-structured, in-depth interviews with 34 undergraduates at higher education institutions in Türkiye, and analyzed the data with reflexive thematic analysis. Findings Findings reveal that barriers (value, risk and image), personal factors (product knowledge and self-efficacy) and outcome expectations (green benefits, like-new quality and financial benefits) affect intention to purchase RPs. Originality/value Although higher education boosts sustainability awareness, research on university students’ barriers and intentions to purchase RPs is scarce. Prior research has only addressed risk and value barriers, product knowledge and perceived green benefits. None examined image barriers, self-efficacy, financial benefits and like-new quality. This study fills this gap by addressing higher education’s role in overcoming adoption barriers and enhancing outcome expectations. It also explores personal factors like self-efficacy, an underexplored area, that can be enhanced through social persuasion and mastery experiences.