Sustainable Tech: Exploring Consumer Valuation and Investment in Refurbished Smartphones

Electronic waste poses negative effects toward the environment and human health. With a goal to reduce e-waste, this research promotes SDG 12: “Responsible Consumption and Production” by encouraging the use of sustainable electronics. This paper examines the factors impacting consumers’ willingness to pay (WTP) for refurbished smartphones in the UK by analysing secondary data on eBay using ordinary least squares (OLS). It was found that WTP was higher in three situations: 1) when actual photos were used instead of stock photos, 2) when a longer warranty period was offered, and 3) when no descriptions were provided versus when negative descriptions were used. Further, consumers regard aesthetics as more important than functionality. These findings show that there is promising potential in the market for refurbished electronics, and ultimately, in promoting sustainability.