Do consumers mind contamination by previous users? A choice-based conjoint analysis to explore strategies that improve consumers' choice for refurbished products

• Refurbished products are believed to be contaminated by their previous usage. Consumer choices for refurbished were tested with choice-based conjoint. Replacing contamination-sensitive parts is most important products. Reducing functional-and aesthetic signs enhances product choice refurbishment. Contamination-related attributes more influential than price and warranty. Refurbishment an effective strategy extend lifetimes in a circular economy. However, consumers believe that traces of prior use, which can indicated the appearance (e.g., scratches) or functionality lower battery capacity) This research explores strategies improve consumer adoption reducing contamination. In conjoint analysis, 785 participants exposed headphones varying features related contamination, warranty, price. We three contamination-reducing strategies, including (1). Communication about clean object state, (2). Eliminating use (aesthetic functional wear-and-tear) (3). Renewing touch skin ear-cushions). Additionally, we analysed whether different groups driven Results showed value show no wear-and-tear have touching renewed during refurbishment process. These even reduced though these frequently used market Depending on group, other great influence. While some highly valued eliminated through as-new appearance, others preferred without wear-and-tear. conclusion, four design deal contamination multiple life cycles discussed.