Understanding seller resistance to digital device recycling platform: An innovation resistance perspective

Abstract

• Attracting recyclers is vital to the success of digital device recycling platform (DDRP). • This study employs innovation resistance theory as the theoretical paradigm. • This study reveals that perceived security and privacy risk, attitudes toward sustainability, and negative word-of-mouth have significant impact on seller resistance to DDRP. • These findings serve as a kickoff point for researchers to interpret user’s intention to use DDRP. In the resale commerce (reCommerce) movement, the digital device recycling platform (DDRP), which allows users to sell, trade-in, and recycle used digital devices online, is growing in popularity and significance globally. Although DDRPs offer new opportunities for commerce and sustainability, challenges exist to support wide adoption. This study attempts to develop a deeper understanding of the reasons underlying seller resistance to the DDRP. Grounded in the innovation resistance theory (IRT), the research model of this study is validated using data collected from 307 Chinese potential sellers of used digital devices. Using the structural equation modeling techniques, this study reveals that perceived security and privacy risk, attitudes toward sustainability, and negative word-of-mouth have a significant impact on seller resistance to DDRP. Finally, the control variable, education, negatively affects seller resistance. These findings not only offer important theoretical contributions to green IT research but also provide guidance to DDRP operators for formulating strategies to reduce seller resistance.