A Study on Consumers' Willingness to Pay for Remanufactured Products: A Study Based on Hierarchical Regression Method

Yao Chen; Jinfei Wang; Yinglei Yu

doi:10.3389/fpsyg.2019.02044

A Study on Consumers' Willingness to Pay for Remanufactured Products: A Study Based on Hierarchical Regression Method

Front Psychol. 2019 Sep 18:10:2044. doi: 10.3389/fpsyg.2019.02044. eCollection 2019.

Authors

Yao Chen¹, Jinfei Wang¹, Yinglei Yu²

Affiliations

¹ Management School, Shanghai University of International Business and Economics, Shanghai, China.
² Antai School of Economics and Management, Shanghai Jiao Tong University, Shanghai, China.

Abstract

As one of the low-carbon products, remanufactured products are being paid more attention in more and more countries. But the low willingness of Chinese consumers to pay for them makes it difficult for remanufactured products companies to move forward in the Chinese market. This study explores the factors that affect consumers' willingness to pay for remanufactured goods, through the hierarchical linear regression method, based on questionnaires. The results show that demographic variables (age, education, occupation, and income), individual subjective variables (environmental awareness, secondhand preferences, and Chinese quality trust) and product perception variables (MP4 quality perceived risk, face risk, and product impact on the environment) have a significant impact on the willingness to pay for remanufactured goods.

Keywords: consumers’ willingness to pay; hierarchical regression method; population variables; product perception; remanufactured product.