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

Abstract

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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

• remanufactured product
• hierarchical regression method
• consumers’ willingness to pay
• population variables
• product perception