Green marketing cradle-to-cradle: remanufactured products in Asian markets

Wang, Pengji, and Kuah, Adrian T.H. (2018) Green marketing cradle-to-cradle: remanufactured products in Asian markets. Thunderbird International Business Review, 60 (5). pp. 783-795.

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Remanufacturing, a key circular economy practice, is a new way of sustainable thinking without depleting additional economic resources. Because remanufactured goods come from direct reuse of returned or already used goods, the environmental impacts of production are reduced and product longevity is extended; therefore, these products can be considered "green products." Are they appealing to the green consumers, however? Our questionnaire survey of more than 1,168 consumers from eight Asian countries shows that the "real" green market for remanufactured products is not yet ready. Reactions to green attributes of remanufactured products are disproportionate from Asian consumers with different consumption values. Status- and value-conscious consumers may buy into remanufactured products if they perceive them as greener. However, the findings suggest that environmentally conscious consumers do not show a high appreciation for the green concept of remanufactured products in Asia. The results highlight important takeaways for remanufacturers in the circular economy and those selling remanufactured products: to identify and define the right selling point of "greenness" to align with Asian consumers' inherent values.

Item ID: 49883
Item Type: Article (Research - C1)
ISSN: 1520-6874
Keywords: Asia, circular economy, consumer adoption, remanufacturing
Copyright Information: © Wiley/Blackwell 2018.
Date Deposited: 16 Aug 2017 22:17
FoR Codes: 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3507 Strategy, management and organisational behaviour > 350706 International business @ 50%
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350605 Marketing management (incl. strategy and customer relations) @ 50%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 50%
91 ECONOMIC FRAMEWORK > 9103 International Trade > 910399 International Trade not elsewhere classified @ 50%
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