The rise of refurbished smartphones
: the interplay between brand, price and environmental consciousness

  • José Guilherme Pinto Guerreiro (Student)

Student thesis: Master's Thesis

Abstract

In a rapidly evolving electronics industry, marked by the accelerating turnover of smartphones, this thesis explores the unexplored potential of refurbished smartphones in Portugal. Applying an experimental methodology, including a pilot study and a main study with 421 responses, the research reveals a more detailed understanding of two variables that are essential to comprehending consumer behavior in relation to refurbished smartphones: brand equity and price perception. The study's findings highlight the importance of brand equity for sales of refurbished products and its close relationship with pricing strategies. Notably, it was also shown that the customer's environmental consciousness had no significant effect on sales of refurbished products, indicating the predominance of economic factors in influencing consumer purchasing decisions. After all, environmental consciousness remains a low significant factor in buying refurbished smartphones in Portugal.
Date of Award1 Feb 2024
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorPaula Hortinha (Supervisor)

Keywords

  • Sustainability
  • Refurbished
  • Smartphones
  • Consumers
  • Purchase intentions
  • Brand equity
  • Price perception
  • Price ratio
  • Environmental consciousness
  • Circular economy
  • Sustainable consumption

Designation

  • Mestrado em Gestão

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