Electronic waste (e-waste) has become the fastest-growing waste stream in the world, with small equipment accounting for a significant portion. Refurbished electronics can satisfy consumers' device needs while enabling the appropriate reuse of replaced devices, promising a pathway to address the problem. However, research concerning consumer perceptions and behaviours towards refurbished electronics remains limited. This research investigates how to elicit consumers' positive responses to refurbished electronics through message framing. Specifically, we suggest that framing the contribution to sustainability from a different perspective (consumers vs. manufacturers) could influence consumers with different personality traits, i.e., power distance belief (high vs. low). People with high power distance beliefs prefer advertisements that emphasise the contribution from the consumers' viewpoint or perspective. Low power distance belief individuals respond indifferently to message frames. This differential effect is due to consumers' perception of empowerment.


Paper Number 1408; Track Sustainability; Short Paper



When commenting on articles, please be friendly, welcoming, respectful and abide by the AIS eLibrary Discussion Thread Code of Conduct posted here.