Introduction
In an era defined by rapid technological advancements, the issue of electronic waste (e-waste) poses a significant challenge. As societies strive for sustainability, understanding consumer behavior is crucial - particularly among younger generations. Led by Professor Timber Haaker from Saxion University of Applied Sciences and Professor Henry Ho from Ferris State University (who is also a visiting scholar at Saxion), our groundbreaking project seeks to assess the purchasing intentions of young consumers (a.k.a. Gen Z) regarding refurbished electronic devices (REDs) such as laptops, tablets, mobile phones, and gaming consoles.
Why This Project Matters
While e-waste management is vital, there has been a noticeable gap in research focusing specifically on young consumers' perceptions of REDs. Our research aims to provide insights that will shape new business models and propositions for REDs while advocating for a circular economy. We believe our study is the first to explore how these factors (as illustrated in the diagram below) influence young consumers globally in their decisions to buy REDs.
The research model underlying this research
Collaborative Efforts
Our initiative has rapidly evolved into a robust collaborative endeavor. With substantial support from the Business Models research group at Saxion, we are fortunate to have the expertise of Thierry Tartarin, a Senior Researcher in the group, who has been instrumental in expanding our research network.
We are proud to announce that our team now includes over 15 researchers from 11 respected universities across diverse countries, including Brazil, Denmark, Finland, India, Latvia, the Netherlands, New Zealand, Portugal, Romania, the USA, and Vietnam, and our network continues to expand! This collaborative spirit enriches our project and allows us to tackle challenges related to e-waste on an international scale.
Progress and Findings
To date, we have successfully collected data from young consumers in India, the Netherlands, New Zealand and Romania, laying the groundwork for comparative studies. Our longitudinal approach will enable us to gather primary data from additional countries, further enriching our understanding of young consumers' behaviors and perceptions surrounding REDs.
The transformative insights obtained from this research have been compiled in recently published papers presented at various conferences. These peer-reviewed publications provide valuable resources for both scholars and practitioners aiming to enhance their understanding of the purchasing intentions of REDs among the next generation of consumers. These papers are available at:
These insights not only serve academic purposes but also promise to inform the development of innovative business models for the refurbished sector. Our goal is to equip marketers with the knowledge and strategies they need to effectively reach and engage with the next generation of consumers.
Call to Action
Our initiative is making a global impact, uniting researchers and institutions committed to addressing the challenges of e-waste and promoting circular economy practices. If you share our vision and are interested in joining this exciting project, we invite you to collaborate with our international team.
For more information or to get involved, please reach out to Dr. Henry Ho via email at henryho@ferris.edu or Dr. Timber Haaker at t.i.haaker@saxion.nl. Together, we can drive forward meaningful change in the world of refurbished electronics and contribute to a more sustainable future.
Get Involved
Participate in this ongoing research project?
Contact Dr. Henry Ho (henryho@ferris.edu) or Dr. Timber Haaker (t.i.haaker@saxion.nl)