Stimulating Environmentally Responsible Behavior in Electronic Markets: Perceived Value and eWOM for Refurbished Products

ABSTRACT This study adopts a mixed‐method approach to examine the key drivers of perceived value for refurbished products in rapidly expanding electronic marketplaces. Through in‐depth interviews and focus groups, key antecedents are identified, followed by conceptual model testing using the stimulus–organism–response framework. Quantitative analysis is conducted using covariance‐based structural equation modeling and artificial neural networks. The results revealed that perceived risk, customer