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The knowledge paradox in circular retailing: How consequence severity shapes purchase intentions for remanufactured products
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DOI：10.1016/j.jretconser.2026.104924.png)
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Abstract
En 中文
As a strategic emerging industry, remanufacturing is vital for global green development; however, consumers' reluctance to purchase remains a critical bottleneck. While popularizing knowledge about remanufactured products is an effective way to address this problem, existing research indicates that the impact of increased product knowledge on consumers' purchase intentions remains uncertain. To further reveal the underlying mechanism of this phenomenon, based on perceived risk theory and the existing product classification framework, this study subdivides “around the consumer" remanufactured products into two categories: low objective consequence severity and high objective consequence severity. It systematically explores the mechanisms and boundary conditions through which product knowledge is associated with purchase intentions for these two types of remanufactured products. Based on survey data from a predominantly highly educated, female-skewed sample of 747 respondents, Multi-group Path Analysis was employed for empirical testing. The findings indicate that: (1) For remanufactured products with low objective consequence severity, product knowledge is positively associated with purchase intention via lower perceived risk, and this mediating mechanism is positively moderated by government incentives and the high perceived price of new products. (2) For remanufactured products with high objective consequence severity, product knowledge alone is not significantly associated with lower perceived risk; the mediating role of perceived risk is only significant under the moderation of government incentives or the high perceived price of new products. This paper further refines the classification framework for remanufactured products and reveals the differentiated paths of the product knowledge mechanism. It not only expands theoretical research related to remanufacturing but also provides a vital theoretical basis for remanufacturing enterprises across different industries to optimize marketing strategies and for governments to formulate relevant policies.
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