Investigating ethical and motivational influences on consumers’ willingness to purchase the refurbished motorcycle parts

As global interest in sustainability and circular economy models intensifies, understanding consumer behaviour toward refurbished products becomes increasingly important—particularly in emerging markets like India. This study examines the ethical and motivational drivers behind consumers' willingness to purchase refurbished motorcycle parts. These parts offer a sustainable alternative in India's fast-growing automotive sector. The research draws on Deontic Justice Theory (DJT) and Protection Motivation Theory (PMT) to analyse how moral responsibility, perceived threats, and coping mechanisms impact purchase intentions. The study also considers Availability and Accessibility (ANA) as a moderating condition that influences the impact of these ethical and motivational drivers. Data were collected from 219 respondents across India. Participants included spare-parts shop customers, garage workers, auto-parts dealers, and general consumers who had recently bought refurbished motorcycle components. Multiple retail locations were used. Analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that perceived environmental severity, perceived vulnerability, moral obligation, and moral accountability significantly increase willingness to purchase. In contrast, perceived rewards and perceived cost have significant negative effects. Self-efficacy and moral outrage do not directly influence purchase intentions. Moderation analysis reveals that availability and accessibility strengthen several key relationships, especially those involving perceived environmental risks and moral responsibility. These factors also shape the effects of economic considerations. Overall, the findings show that sustainable consumption in the refurbished automotive market depends on ethical judgment, risk appraisal, and structural access. This integration of Protection Motivation Theory and Deontic Justice Theory contributes to theory development and offers actionable insights for policymakers and market actors seeking to advance circular economy practices in India's automotive aftermarket. • As global attention to sustainability and circular economy practices grows, there remains a notable gap in understanding consumer behaviour toward refurbished products especially in emerging markets. • Examining the ethical and motivational factors that influence consumers’ willingness to purchase refurbished motorcycle parts in India. • It investigates how moral values, perceived threats and coping mechanisms, and the accessibility of refurbished products shape consumer choices. • By integrating ethical and psychological lenses, this study deepens the understanding of pro-environmental purchasing behaviours in developing economies. • The findings underscore the need for businesses to enhance product accessibility, communicate ethical value propositions effectively, and reduce perceived risks.