A Synergy Effect of Consumer Orientation and Disruptive Information on Choice in Remanufactured Products
Abstract
:1. Introduction
2. Literature Review and Research Hypotheses
3. Methodology
3.1. Scale of Measurement
- Independent variables:
- Infographic: This variable represents the presence or absence of an infographic related to remanufactured products. It is a categorical variable that can be manipulated by providing participants with either a visual infographic or no infographic.
- Consumer orientation: This variable refers to the individual’s inclination toward sustainable consumption practices. It is a categorical variable: NOCs to FOCs.
- Dependent variable:
- Choice of remanufactured product: This variable represents the participant’s decision to select a remanufactured product when given a choice. It is a continuous variable that assesses their intention to choose a remanufactured product.
3.2. Data Collection
4. Results
5. Discussion
5.1. Trust in Remanufactured Products
5.2. Consideration for Emission Reduction
5.3. Purchase Intention of Remanufactured Products
5.4. Theories of Cognitive Dissonance and Rational Choice
6. Conclusions
Author Contributions
Funding
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Framework [Researchers] | Brief Description of Research |
---|---|
Consumer orientation [Atasu et al. (2010)] | Atasu et al. [5] provide theoretical insights that significantly contribute to our understanding of customer profiles in the context of remanufactured products. They delineate two fundamental customer segments: the first group is characterized by a strong preference for novelty, while the second group prioritizes functionality. This distinction offers a comprehensive perspective on remanufacturing, encompassing aspects such as its historical sales trends, market structure, potential risks associated with cannibalization, limitations in the supply chain, and the dynamic influence of product life cycles. Their research enriches our comprehension of the multifaceted realm of customer preferences and the dynamics of remanufactured product markets. |
Effect of infographics [Chandra (2023)] | Chandra [19] investigates how infographics enhance digital marketing campaigns, particularly in strengthening brand communication and reputation. Utilizing a qualitative approach, it finds that visually engaging infographics, easily shareable on social media, broaden marketing campaign reach and effectiveness. It concludes that by incorporating infographics, businesses could efficiently convey marketing messages, improve brand reputation, and impact consumer behavior cost-effectively. |
Dependent variables in this research [Wang et al. (2018)] | The study by Wang et al. [18] investigates the impact of green attributes (energy saving, material saving, and emission reduction) and green certification on consumer perceptions of remanufactured auto parts in China. The research, using structural equation modeling, shows that information about energy saving, material saving, and emission reduction positively influences consumer perception of remanufactured products. Green certification interacts with the relationships between these attributes and trust. This study contributes to understanding how firms can shape consumer perceptions of remanufactured products, benefiting the discourse on remarketing these items and providing guidance to practitioners seeking to enhance the value of green certification and environmentally friendly features of remanufactured products. |
Interaction effect in remanufacturing research [Li et al. (2018)] | Li et al. [21] address the interaction between remanufacturing and product quality improvements for sustainability. It finds conflicting results in past research: remanufacturing positively impacts product quality, but industry quality improvements may negatively affect remanufacturing. The study’s stylized model reveals that changing manufacturing costs due to quality improvements is the main reason for these contradictions. When quality improvement significantly raises costs, companies may adopt remanufacturing when introducing new products, which is environmentally beneficial. Conversely, a small cost impact may lead to discontinuing remanufacturing, which is never environmentally advantageous. The study also highlights conditions where remanufacturing and non-remanufacturing manufacturers make different quality improvement decisions based on manufacturing costs. The impact of remanufacturing on quality improvement varies with low or high manufacturing costs. The research characterizes conditions favoring product quality improvement from an environmental perspective. |
Consumer behavior in remanufacturing research [Matsumoto et al. (2017)] | Matsumoto et al. [23] conducted a survey involving 440 U.S. and 300 Japanese respondents, focusing on individuals aged 18 to 70 who owned and primarily drove a car. They ensured the sample’s distribution mirrored that of licensed drivers in their respective countries. Respondents rated their agreement on 17 items, covering four constructs: knowledge of remanufactured auto parts, perceived benefits, perceived risks, and price consciousness. The survey aimed to understand consumer perceptions. Items and scales for measuring these perceptions were adapted from previous studies with necessary modifications for cross-cultural relevance. Statistical analysis included independent-sample t-tests to compare the responses of U.S. and Japanese consumers. The study concludes that the remanufactured product market typically consists of three customer segments: those concerned with innovation, product functionality, and environmental impact. In Japan, there is a significant number of consumers who trust and are open to using remanufactured products when their environmental benefits are apparent. |
Cognitive dissonance [Weder et al. (2020)] | The study by Weder et al. [27] introduces a concept to explain sustainability-related cognitive dissonance and explores individual perceptions of sustainability and moral conflicts, contributing to environmental communication research. The study engaged 35 interviewees from diverse cultural backgrounds to narrate sustainability-related life events. The research focused on analyzing the complete stories, linking them to individuals’ backgrounds to understand motivations and moral conflicts regarding sustainable behavior. This paper discusses and critiques this theoretical concept and the innovative research approach in environmental communication to gain deeper insights into individual perceptions of sustainability, moral conflicts, and cognitive challenges related to sustainability issues. |
Rational choice theory [Turaga et al. (2010)] | Turage et al. [17] provide theoretical insights to enrich our comprehension of the rational choice models used to elucidate environmentally responsible behaviors, such as recycling and the preference for eco-friendly products. Their research delves into the intricate relationship between these models and their broader implications for both the theoretical frameworks and practical applications within ecological economics. Through their examination, the paper not only sheds light on the mechanisms underlying pro-environmental choices but also offers valuable guidance for shaping ecological economic theories and practices in a sustainable direction. |
Administration of Infographic Information | |||
---|---|---|---|
Viewed Video | Did not View the Video | ||
Consumer orientation | NOCs | 300 | 300 |
FOCs | 300 | 300 |
Demographic | Category | Frequency |
---|---|---|
Gender | Male | 600 |
Female | 600 | |
Age | 18 to 29 | 300 |
30 to 39 | 300 | |
40 to 49 | 300 | |
Over 50 | 300 | |
Sample by area | % in the total sample in the study | % in total population in Japan 1 |
Hokkaido and Tohoku | 9.7 | 11.2 |
Kanto | 43.4 | 34.1 |
Chubu | 15.1 | 16.9 |
Kinki | 19.5 | 17.7 |
Chugoku and Shikoku | 5.8 | 8.8 |
Kyushu | 6.6 | 11.3 |
Exploration | Research Questions | Literature Review | Hypotheses |
Does consumer orientation solely determine consumer behavior, or does the influence of consumer orientation vary based on the degree of infographic presence? Is there any way to influence the behaviors of newness-oriented consumers? | There is an interaction effect between consumer orientation and the infographic information on trust (H1), emission reduction (H2), and purchase intention (H3) in remanufactured products. | ||
Research design | Operationalization | Research method | Sampling |
Adaptation of reliable scale measurement (Wang et al., 2018) [18]. | Quantitative methods are to be used since this research involves the analysis of numerical data. | Sample size, location, and conditions (Section 3.2). | |
Research execution | Pretest | Data collection | Data analysis |
Identification and enhancement of any wording issues in the questionnaire to ensure the quality of the data. | Data was gathered from diverse regions across Japan to mitigate data bias. (n = 1200). | Analysis of Variance (ANOVA) to examine interaction effects. |
Source | Sum of Squares | DF | F-Value 3 |
---|---|---|---|
Consumer orientation 1 | 24.65 | 1 | 13.72 *** |
Infographic video 2 | 52.08 | 1 | 28.97 *** |
Orientation × Infographic | 6.16 | 1 | 3.43 * |
Error | 2149.89 | 1196 |
Consumer Orientation | Infographic Video | Means of “Trust in Remanufactured Products” 1 |
---|---|---|
NOCs | Yes | 4.40 |
No | 3.84 | |
FOCs | Yes | 4.53 |
No | 4.27 |
Source | Sum of Squares | DF | F-Value 3 |
---|---|---|---|
Consumer orientation 1 | 45.63 | 1 | 20.81 *** |
Infographic video 2 | 32.01 | 1 | 14.60 *** |
Orientation × Infographic | 7.05 | 1 | 3.22 * |
Error | 2622.34 | 1196 |
Consumer Orientation | Infographic Video | Means of “Consideration for Emission Reduction” 1 |
---|---|---|
NOCs | Yes | 4.16 |
No | 3.68 | |
FOCs | Yes | 4.39 |
No | 4.22 |
Source | Sum of Squares | DF | F-Value 3 |
---|---|---|---|
Consumer orientation 1 | 49.61 | 1 | 29.09 *** |
Infographic video 2 | 30.72 | 1 | 18.01 *** |
Orientation × Infographic | 9.72 | 1 | 5.70 ** |
Error | 2039.619 | 1196 |
Consumer Orientation | Infographic Video | Means of “Purchase Intention of Remanufactured Products” 1 |
---|---|---|
NOCs | Yes | 4.33 |
No | 3.83 | |
FOCs | Yes | 4.56 |
No | 4.42 |
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Chinen, K.; Matsumoto, M.; Chinen, A. A Synergy Effect of Consumer Orientation and Disruptive Information on Choice in Remanufactured Products. Sustainability 2023, 15, 15831. https://doi.org/10.3390/su152215831
Chinen K, Matsumoto M, Chinen A. A Synergy Effect of Consumer Orientation and Disruptive Information on Choice in Remanufactured Products. Sustainability. 2023; 15(22):15831. https://doi.org/10.3390/su152215831
Chicago/Turabian StyleChinen, Kenichiro, Mitsutaka Matsumoto, and Ai Chinen. 2023. "A Synergy Effect of Consumer Orientation and Disruptive Information on Choice in Remanufactured Products" Sustainability 15, no. 22: 15831. https://doi.org/10.3390/su152215831
APA StyleChinen, K., Matsumoto, M., & Chinen, A. (2023). A Synergy Effect of Consumer Orientation and Disruptive Information on Choice in Remanufactured Products. Sustainability, 15(22), 15831. https://doi.org/10.3390/su152215831