Chen Yao, Wang Jinfei, Jia Xuening
Management School, Shanghai University of International Business and Economics, Shanghai, China.
Antai College of Economics and Management, Shanghai Jiao Tong University, Shanghai, China.
Front Psychol. 2020 May 19;11:781. doi: 10.3389/fpsyg.2020.00781. eCollection 2020.
Remanufacturing is one of the important means to achieve circular economy and improve the reuse of resources. But, compared with the reuse of old parts, most ordinary Chinese consumers are not familiar with remanufacturing. Because of this, the development of China's remanufacturing industry is hindered. This paper introduces two kinds of consumer goods with different attributes, namely MP4 (the hedonic product) and cartridge (the functional product). The empirical study on the consumption behavior of Chinese consumers when they are faced with a variety of recycling options was performed. Empirical studies are divided into two stages: participants need to give hypothetical purchase decisions when facing situations of two products (new products and remanufactured products) and three products including refurbishment products, respectively. This paper analyzes the purchase intention and decision-making process of Chinese consumers for remanufactured products, new products, and refurbished products in these two situations. The consumers' willingness to pay for remanufactured products and refurbished products is also part of the study. The experimental results verify that consumers have a different selection mechanism for new products, remanufactured products, and refurbished products, and there is also a certain relationship between this selection mechanism and the attributes of the product itself. The research shows that due to the different product attributes, consumers pay different attention to the environmental protection, quality, brand, price, and new and old preferences of products. The result of the model shows that the choice behavior of different products and their willingness to pay are also affected by different levels of these attentions. Through the research results, this paper finds conclusions like refurbished products have an impact on the development of remanufactured products, and consumers pay more attention to price but do not pay attention to environmental protection. The conclusion of the study provides references and practical implications for Chinese remanufacturing enterprises to formulate market strategy, for the government to formulate relevant policies, and for OEM production.
再制造是实现循环经济和提高资源再利用的重要手段之一。但是，与旧零件再利用相比，大多数中国普通消费者对再制造并不熟悉。正因为如此，中国再制造产业的发展受到了阻碍。本文介绍了两种具有不同属性的消费品，即MP4（享乐型产品）和墨盒（功能型产品）。对中国消费者面对多种回收选择时的消费行为进行了实证研究。实证研究分为两个阶段：参与者需要分别在面对两种产品（新产品和再制造产品）以及包括翻新产品在内的三种产品的情况下给出假设性购买决策。本文分析了中国消费者在这两种情况下对再制造产品、新产品和翻新产品的购买意愿和决策过程。消费者对再制造产品和翻新产品的支付意愿也是研究的一部分。实验结果验证了消费者对新产品、再制造产品和翻新产品有不同的选择机制，并且这种选择机制与产品本身的属性之间也存在一定的关系。研究表明，由于产品属性不同，消费者对产品的环保、质量、品牌、价格以及新旧偏好的关注度也不同。模型结果表明，不同产品的选择行为及其支付意愿也受到这些不同关注度水平的影响。通过研究结果，本文得出了翻新产品对再制造产品的发展有影响，消费者更关注价格但不关注环保等结论。该研究结论为中国再制造企业制定市场战略、政府制定相关政策以及原始设备制造商生产提供了参考和实践意义。
