Unpacking purchase intentions: How does repairability labeling drive consumer choices?

Abstract

Product labeling has been extensively used to assist consumers in their decision-making process for numerous products, especially by highlighting a product’s environmental attributes. This thesis aims to investigate the influence of repairability labels on consumers’ intentions to purchase smartphone products. Experimental results from a sample of 212 Swedish participants reveal that repairability indices play a significant role in shaping consumers’ purchasing intentions, with positive repair attitudes further increasing consumers’ purchasing intentions of repairable devices. Notably, the brand value of a smartphone does not appear to influence the impact of the repairability index, nor do consumers' environmental attitudes. These findings contribute to the existing literature by suggesting that consumers factor in repairability cues regardless of brand when evaluating consumer electronics. This implies that by considering repairability, consumers can make more sustainable purchasing decisions, thereby aiding low-equity brands in competing with established ones and fostering a shift towards sustainability in consumer choices.