Reimagining Sustainability: Examining Consumer Awareness and Behavior towards Purchasing Remanufactured Products

Abstract

Remanufacturing and utilizing remanufactured products are key indicators of a country's sustainability efforts due to their significant potential to reduce carbon emissions. The Kingdom of Saudi Arabia has prioritized this area as part of its Vision 2030 goals. While studies have examined consumer behavior toward remanufactured products in countries such as China and India, limited research has explored awareness and behavior in emerging markets pursuing strategic sustainability visions. This study investigates consumer awareness and purchasing behavior toward remanufactured products in Saudi Arabia, an emerging market committed to sustainability under Vision 2030. It introduces a new construct, consumer-suggested facilitators, capturing strategies proposed by consumers to enhance acceptance of remanufactured products—extending prior research in this field. A structured survey with a comprehensive questionnaire was conducted to assess factors influencing awareness, trust, and behavior toward remanufactured products. Findings show a significant correlation between consumer awareness and trust (r = 0.335, p < 0.001) and between perceived cost-benefits and knowledge of product channels (r = 0.465, p < 0.001). The results highlight the need for strategic marketing initiatives, educational campaigns, and supportive policies to accelerate remanufactured product adoption. Insights from this research help optimize supply chain strategies and consumer engagement approaches in the remanufacturing industry.