The selling of refurbished products is considered a sustainable practice for businesses looking for strategies to improve their market image. However, companies still struggle to sell refurbished products for different reasons ranging from consumer's attitudes towards refurbished products to in-efficient pricing policies adopted by remanufacturing and manufacturing companies due to the lack of understanding of the actual market of refurbished products. This impacts the profitability of the remanufacturing industry on a large scale. This paper aims to discuss the importance of understanding the market of the refurbished product and the role of consumer purchase behavior. With an emphasis on the refurbished cellphone market, this study has run a survey analysis to test several hypotheses about consumer's viewpoint toward refurbished electronics and identify marketing strategies that may benefit promoting the sale of refurbished consumer electronics in the market. The survey analysis results suggest that consumers’ willingness to pay for refurbished cellphones depends on the degree of the technological obsolescence of the product. Consumer's willingness to purchase refurbished cellphones is higher for more technologically obsolete products. Also, the use of probabilistic selling or opaque selling might be a good strategy for selling refurbished products. Therefore, companies may consider using opaque selling as a marketing strategy since consumer choice decisions would change when dealing with an uncertain deal or probabilistic deals.

对于寻求战略以改善其市场形象的企业而言，出售翻新产品被认为是可持续的做法。然而，由于缺乏对翻新产品的实际市场的了解，公司仍然出于各种原因而努力销售翻新产品，这些原因包括消费者对翻新产品的态度到再制造和制造公司所采用的低效定价政策。这在很大程度上影响了再制造行业的盈利能力。本文旨在讨论了解翻新产品市场以及消费者购买行为的作用的重要性。由于着眼于翻新的手机市场，本研究进行了一项调查分析，以检验有关消费者“ 对翻新电子产品的观点，并确定可能有益于在市场上促进翻新消费电子产品销售的营销策略。调查分析结果表明，消费者购买翻新手机的意愿取决于产品技术过时的程度。消费者购买技术更新的产品的意愿更高。同样，使用概率销售或不透明销售可能是销售翻新产品的好策略。因此，公司可能会考虑使用不透明的销售作为营销策略，因为在处理不确定的交易或概率性交易时，消费者的选择决定会发生变化。