Smartphones have become indispensable for human beings today. However, with mobile phone manufacturers updating existing models or launching new models every year, consumers tend to keep replacing their phones with the latest versions, resulting in an excessive waste of resources. These days, most governments worldwide emphasize energy conservation and carbon reduction. If pre-owned smartphones are refurbished or repaired, the excessive waste of resources can be reduced. Such recycling can positively enhance corporate image, while ensuring that consumer needs are met. Thus, to explore consumers’ willingness to purchase such “green” smartphones, this study uses the theory of reasoned action (TRA) to explore consumers’ purchase intentions and understand how brand equity, green marketing, as well as consumer’s green awareness and attitude influence this intention. This research also investigates the role of government subsidies as a moderator affecting consumers’ willingness to purchase green smartphones. The results indicate that, in general, consumers are willing to purchase green smartphones, the direct effect of brand equity on purchase intention is significant, and government subsidies have significant moderating effects. Therefore, it is recommended that the government cooperate with enterprises. The cooperation can be aimed at promoting green products as well as subsidizing consumers, to increase their willingness to purchase green smartphones.
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