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@inproceedings{1557642,
author = {Švecová, Jana},
address = {Zagreb},
booktitle = {Proceedings of FEB Zagreb 10th International Odyssey Conference on Economics and Business},
doi = {http://dx.doi.org/10.22598/odyssey},
editor = {Jurica Šimurina, Ivana Načinović Braje, Ivana Pavić},
keywords = {Remanufactured products; Young generation; Theory of planned behaviour; Theory perceived risk; Purchase intention},
howpublished = {elektronická verze "online"},
language = {eng},
location = {Zagreb},
pages = {730-742},
publisher = {Faculty of Economics & Business, University of Zagreb},
title = {WHAT ABOUT YOUNG GENERATION? THEIR PURCHASE INTENTION TOWARDS REMANUFACTURED WHITE GOODS},
url = {https://odyssey.net.efzg.hr/BOLD},
year = {2019}
}
TY - JOUR
ID - 1557642
AU - Švecová, Jana
PY - 2019
TI - WHAT ABOUT YOUNG GENERATION? THEIR PURCHASE INTENTION TOWARDS REMANUFACTURED WHITE GOODS
PB - Faculty of Economics & Business, University of Zagreb
CY - Zagreb
KW - Remanufactured products
KW - Young generation
KW - Theory of planned behaviour
KW - Theory perceived risk
KW - Purchase intention
UR - https://odyssey.net.efzg.hr/BOLD
L2 - https://odyssey.net.efzg.hr/BOLD
N2 - Remanufacturing plays an important role in the context of the circular economy because it reduces energy and material consumption. Since the consumers are still reluctant to buy remanufactured products, the presented research attempts to provide deeper insight into consumers’ purchase behaviour. Moreover, the majority of researches on this topic is focused on adults and do not consider the young generation, which will grow up soon into productive live and become a new purchase power. Therefore, the author focuses on young customers, who are characterized by new buying habits. As a theoretical framework is used the theory of planned behaviour and theory of perceived risk, the combination of which enables a deeper understanding of consumer’ perception and purchase behaviour. Data was collected by using a questionnaire survey, in which the students from the second biggest university in the Czech Republic (n=201) participated. According to the findings, the purchase intention of the young generation is positively influenced by all the determinants of the theory of planned behaviour, i.e., consumers’ attitude, subjective norm and perceived behavioural control. Although the effect of all elements is significant, the subjective norm has the biggest influence. This may stem from the fact, that the young generation uses a number of social networks on a daily base and their virtual life has become equal to their real one. Moreover, they share their experiences with others and thus it is not surprising that others’ opinions are important for them. Furthermore, the presented study examines, if the young generation also feels uncertain about remanufactured products. The results show that young consumers connect some risks with these products, which negatively influence their attitude and consequently also their purchase intention. Finally, based on the overall findings the study offers theoretical as well as practical implications, which can be beneficial not only for other researches but also for remanufactures when setting up a more effective marketing strategy.
ER -
ŠVECOVÁ, Jana. WHAT ABOUT YOUNG GENERATION? THEIR PURCHASE INTENTION TOWARDS REMANUFACTURED WHITE GOODS. Online. In Jurica Šimurina, Ivana Načinovi\'c Braje, Ivana Pavi\'c. \textit{Proceedings of FEB Zagreb 10th International Odyssey Conference on Economics and Business}. Zagreb: Faculty of Economics \&{} Business, University of Zagreb, 2019, s.~730-742. ISSN~2671-132X. Dostupné z: https://dx.doi.org/10.22598/odyssey.
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