Marketing Plan for Refurbished Smartphones in Portugal: Reducing Perceived Risk and Strengthening Perceived Value

Abstract Book of the 19th International Conference on Modern Research in Management, Economics and Accounting

Year: 2026

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Marketing Plan for Refurbished Smartphones in Portugal: Reducing Perceived Risk and Strengthening Perceived Value

Prof. Rui Murta, Carolina Luís

ABSTRACT:

Refurbished smartphones play an increasingly important role in the transition towards a circular economy by extending device life cycles and reducing the need to manufacture new products. However, adoption of this category remains constrained by perceived risk, doubts about quality, and uncertainty regarding warranties and future performance. This article examines the refurbished smartphone category at a multichannel technology retailer in Portugal and, through a mixed-methods case study, develops a marketing plan to increase purchase intention and demand. The study draws on semi-structured interviews with retail specialists, an online survey administered to 207 consumers, and the analysis of internal data and market studies. The findings show that consumers value the product’s visual condition, monetary savings, consistent information across channels, seller reputation, and the presence of warranties and return policies, although future purchase intention remains moderate. Multiple linear regression shows that the price-quality ratio and prior purchase of refurbished smartphones are the main determinants of future purchase intention, whereas variables such as fear of frequent repairs, reputation, warranties, and visual condition do not exert a significant direct effect. Based on this diagnosis, the article proposes a marketing plan centred on differentiating the refurbished smartphone category through initiatives in product, service, and physical evidence that strengthen perceived value, reduce perceived risk, and improve omnichannel experience. The article also discusses theoretical implications for the literature on refurbished products and managerial implications for technology retailers seeking to reconcile sustainability objectives with profitability.

Keywords: Consumer Behaviour; Omnichannel; Perceived Risk; Price-Quality Ratio