A Synergy Effect of Consumer Orientation and Disruptive Information on Choice in Remanufactured Products

Abstract

Consumers typically exhibit loyalty unless swayed by decisions rooted in rational choice theory, encompassing preferences, information, costs, and gains. Convincing newness-oriented consumers to shift beliefs and embrace ‘like new’ products, especially those drawn to novelty, is difficult. While consumer orientation might seem tied to purchase intention, this study delves into the potential of disruptive information to encourage consumers to revise their perceptions of remanufactured products that may have previously escaped their consideration. Doing so aims to enhance consumers’ openness to embracing a circular economy. The research was conducted with a sample size of 1200 Japanese consumers. Remanufactured batteries were used as an illustrative example. The findings suggest that educating consumers through infographics could increase the acceptance of remanufactured batteries. We observed that when infographic information and consumer orientation work together, they produce a synergy effect, resulting in more impact than expected if they were considered separately. This approach could influence purchasing decisions and promote sustainability by emphasizing the economic and environmental benefits.