Choosing Remanufactured Products in a Business-to-Customer (B2C) Market: Rationales of Swedish Consumers.

Resource criticality, growing production, and consumption rates call for the urgent implementation of circular economy (CE) solutions within the business-to-customer (B2C) market. Circular solutions at the product end-of-use phase, such as providing direct reuse or reuse after product repair, refurbishing, or remanufacturing, are central to circular businesses. B2C remanufacturing enables sustainable production and consumption in the CE by bringing used products to their as-good-as-new condition and reintroducing them back to the consumer market. This study investigates the factors influencing consumer perceptions of the quality and value of remanufactured products compared to their new counterparts. Through a survey of 1206 Swedish consumers and a multiple linear regression analysis, this study examines the influence of drivers and barriers on consumer intention to choose remanufactured products. Based on the findings, this paper provides several suggestions to tackle identified barriers.