This paper seeks to develop an integrated conceptual framework to explain the conditions that lead to consumers' behaviour when purchasing refurbished products. Innovative methodology was used, including “fuzzy-set qualitative comparative analysis” (FsQCA), to explore the factors affecting consumers’ behaviour in this regard. Data gathered from 472 consumers were used to test the suggested model. The results revealed that ethical constructs (i.e., “moral obligation, moral accountability, moral outrage”), threat and coping appraisal variables (i.e., perceived severity, perceived venerability), and value are key drivers of the purchase of refurbished products. The findings also revealed that moral obligation, moral outrage, perceived venerability, egoistic value, and attitude are necessary to stimulate purchase behaviour, while perceived severity, rewards, perceived cost, and altruistic value, although sufficient, are not in themselves necessary. This study offers useful implications for retailers, and re-manufacturers, which may help to enhance their marketing strategies and policies.
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