WHAT ABOUT YOUNG GENERATION? THEIR PURCHASE INTENTION TOWARDS REMANUFACTURED WHITE GOODS

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14560%2F19%3A00110696" target="_blank" >RIV/00216224:14560/19:00110696 - isvavai.cz</a>

Result on the web

<a href="https://odyssey.net.efzg.hr/BOLD" target="_blank" >https://odyssey.net.efzg.hr/BOLD</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.22598/odyssey" target="_blank" >10.22598/odyssey</a>

Result language

angličtina

Original language name

WHAT ABOUT YOUNG GENERATION? THEIR PURCHASE INTENTION TOWARDS REMANUFACTURED WHITE GOODS

Original language description

Remanufacturing plays an important role in the context of the circular economy because it reduces energy and material consumption. Since the consumers are still reluctant to buy remanufactured products, the presented research attempts to provide deeper insight into consumers’ purchase behaviour. Moreover, the majority of researches on this topic is focused on adults and do not consider the young generation, which will grow up soon into productive live and become a new purchase power. Therefore, the author focuses on young customers, who are characterized by new buying habits. As a theoretical framework is used the theory of planned behaviour and theory of perceived risk, the combination of which enables a deeper understanding of consumer’ perception and purchase behaviour. Data was collected by using a questionnaire survey, in which the students from the second biggest university in the Czech Republic (n=201) participated. According to the findings, the purchase intention of the young generation is positively influenced by all the determinants of the theory of planned behaviour, i.e., consumers’ attitude, subjective norm and perceived behavioural control. Although the effect of all elements is significant, the subjective norm has the biggest influence. This may stem from the fact, that the young generation uses a number of social networks on a daily base and their virtual life has become equal to their real one. Moreover, they share their experiences with others and thus it is not surprising that others’ opinions are important for them. Furthermore, the presented study examines, if the young generation also feels uncertain about remanufactured products. The results show that young consumers connect some risks with these products, which negatively influence their attitude and consequently also their purchase intention. Finally, based on the overall findings the study offers theoretical as well as practical implications, which can be beneficial not only for other researches but also for remanufactures when setting up a more effective marketing strategy.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2019

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

Proceedings of FEB Zagreb 10th International Odyssey Conference on Economics and Business

ISBN

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ISSN

2671-132X

e-ISSN

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Number of pages

13

Pages from-to

730-742

Publisher name

Faculty of Economics & Business, University of Zagreb

Place of publication

Zagreb

Event location

Opatija

Event date

Jan 1, 2019

Type of event by nationality

WRD - Celosvětová akce

UT code for WoS article

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