Exploring B2B customers’ perceptions and buying behaviour of remanufactured products

PurposeThe purpose of this paper is to explore the key drivers influencing B2B buyers' adoption of remanufactured products (REMAN). Using the theory of reasoned action, it examines psychological, economic, environmental and social factors shaping attitudes towards REMAN, and trigger purchasing behaviour towards this product class.Design/methodology/approachTo collect the data, a survey was constructed. The survey was distributed to farmers/owners of agricultural machinery through collaboration with a leading brand in the agricultural equipment industry, i.e. New Holland during the 2022 EIMA exhibition. Data from 234 surveys were analysed using PLS-SEM.FindingsPerceived quality, warranties and awareness of green production processes drive positive attitudes towards REMAN. Attitude and subjective norms significantly influence purchase intentions. Brand loyalty and green brand equity play a moderating role. Purchase intention positively influences switching intention and willingness to pay for REMAN.Practical implicationsThe findings suggest targeted communication emphasizing product quality, warranties and sustainability benefits, alongside fostering strong supplier-buyer relationships to build trust and long-term engagement. These strategies can help businesses address buyer concerns effectively and promote REMAN adoption.Originality/valueThis research fills a gap in B2B marketing literature on REMAN. It offers actionable insights for promoting REMAN adoption, emphasizing the role of sustainability, quality and trust in driving purchase decisions.