Circular Economy and E-Commerce Consumer Willingness to Buy Refurbished Product Online

Abstract The rapid expansion of e-commerce has significantly transformed consumer purchasing behaviors, opening new avenues for sustainable business models such as the sale of refurbished products. This thesis explores consumer willingness to buy refurbished products online, aiming to understand the key factors influencing purchasing decisions in this emerging market segment. Refurbished products, often positioned as a sustainable and cost-effective alternative to new goods, are gaining traction among environmentally conscious consumers. However, despite their growing popularity, many buyers remain hesitant due to concerns over quality, warranty, trust in the seller, and perceived value. The research highlights the necessity for e-commerce platforms and sellers to implement strategic measures such as quality certifications, transparent communication, and strong after-sales service policies to boost consumer trust and acceptance. The advent of e-commerce has redefined traditional shopping behaviors, providing consumers with unprecedented convenience, variety, and competitive pricing. Among the various product categories emerging in the digital marketplace, refurbished products represent a unique intersection between economic value and sustainable consumption. Refurbished products, which are goods restored to a like new condition and resold, are increasingly recognized as a viable alternative to new products, offering both environmental benefits and cost savings. This thesis aims to investigate the determinants of consumer willingness to buy refurbished products through e-commerce platforms, providing a comprehensive understanding of the opportunities and challenges within this segment. Environmental consciousness also played an influential role. Respondents who identified themselves as environmentally aware showed a significantly higher willingness to purchase refurbished goods, viewing their consumption choice as a contribution to reducing waste and promoting sustainability