ELECTRONICS REUSE INDUSTRY: HOW TO OVERCOME CONSUMER HESITANCY?

Abstract

Refurbishment and remanufacturing of electronic devices are reuse options that benefit the customers
and the environment. Reuse of electronics has the negative connotation of inferior quality and risk of
failure causing customer purchase hesitancy. This research presents insights on how the electronic
reuse businesses are fighting buyer's hesitancies. First, companies offer products and services that
attract and satisfy the buyer's expectations, like a wide range of good quality products and brand
options at a lower price point. Then, they also avoid factors that dissatisfy the customers like poor
warranty, rigid payment and product return policies, and mediocre customer service. They want a
positive buying experience for repeat business and word-of-mouth marketing.