Consumer purchase behavior in a circular economy: The mediating role of switching and purchase intention in the context of refurbished smartphone

Purpose - The circular economy (CE) has become a topic of dialogue among academia, companies, and public bodies. Consumers are key actors in the circular economy loop, yet consumer behavior remains at the periphery of research in this area. This study aims to propose and empirically test the barriers and drivers that influence consumers’ purchase behavior in the context of refurbished smartphones through the mediating roles of switching intention and purchase intention. Design/methodology/approach - The study first reviewed previous research and developed hypotheses related to the research objectives. Structural equation modeling (SEM) was conducted to test the hypotheses, employing survey data gathered from 762 consumers in Vietnam. Findings - Our findings suggest that purchase behavior is directly influenced by switching intention and purchase intention of consumers, as well as prices, attitudes, subjective norms, and convenience had a significant positive effect on switching intention and purchase intention. In addition, consumer innovativeness had a significant positive effect on switching intention, and perceived risk had a significant negative effect on switching intention. Moreover, switching intention and purchase intention are found to mediate the relationship between push, pull, and mooring factors and purchase behavior. Practical implications - This research informs refurbishers and marketing managers about proper product development and marketing strategies and ultimately increases consumers’ purchase behavior. Originality/value - This research extends the existing literature by accentuating the role of the push, pull, and mooring factors in promoting the adoption of refurbished products. Keywords Circular economy, purchase behavior, purchase intention, switching intention.