Green marketing cradle‐to‐cradle: Remanufactured products in Asian markets

Abstract

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.

Analysis of the relationship between attitudinal factors and the intention to purchase remanufactured products

“…Remanufactured products are relevant to CE as it has economic, social and environmental benefits (Wang & Hazen, 2016;Wang & Kuah, 2018). In this context, remanufacturing represents a key CE practice since remanufactured products are made through the reuse of materials directly in the production process, thus this strategy is more environmental friendly when compared to other sustainable production techniques such as recycling (Wahjudi et al, 2018;Wang & Kuah, 2018). However, these products need to be accepted by consumers for the successful adoption of CE (Singhal, Jena, & Tripathy, 2019).…”

“…The remanufacturing process includes benefits for companies in economic, social and environmental aspects, besides assists in the successful implementation of the CE by organizations (Wang & Hazen, 2016). Therefore, remanufactured products are essential for the successful adoption of the CE, since the items produced reuse materials that would be directly discarded in the manufacturing process and reduce the negative impact on the environment of the company's production processes (Wang & Kuah, 2018). Thus, these products are considered sustainable since their manufacturing process minimizes negative impacts caused to the environment (Michaud & Llerena, 2010).…”

Enhancing organic food identity through green marketing in Thailand: Mediating role of environmental, health, and social consciousness

“…Green marketing runs the campaigns for creating awareness in the public related to the diseases and illness caused by the food. Several researches by different researchers (Wang & Kuah, ) have been conducted to observe the effect of the green marketing on the health consciousness. The health consciousness behavior is motivated in the individuals by the health awareness campaigns by the green marketing.…”

Measuring Behavioural Intention through the Use of Greenwashing: A Study of the Mediating Effects and Variables Involved

“…In a review of the literature since the 1990s, we found the many businesses [1][2][3][4][5][6][7][8][9][10][11][12] and researchers that benefited from green marketing continue to rely on these benefits nearly 30 years later [13][14][15][16]. We define green marketing as the set of activities designed to generate and facilitate any exchange aimed at satisfying human needs or desires, in such a way that these needs and desires are met, with a minimum harmful impact on the natural environment.…”