Cognitive influences in second-hand markets: from perception to purchase in rural smartphone consumption

Khaled Ibrahim, Christian Sarfo, Canan Ezel Sertkaya, Megan Burnett and Arpana Pampari

Journal of Enterprising Communities: People and Places in the Global Economy, 2025, vol. 20, issue 2, 545-566

Abstract: PurposeThis study aims to examine how rural consumers make second-hand purchase decisions beyond economic necessity. Using schema theory, we explore how perceived price fairness, product features, product quality and sustainable community influence drive purchase intentions in the rural second-hand smartphone market.Design/methodology/approachThe authors surveyed 225 rural New Zealand second-hand smartphone users and tested our hypotheses using partial least squares – structural equation modelling to analyse key factors influencing purchase intentions.FindingsThis study challenges the assumption that rural consumers evaluate second-hand goods solely on objective attributes, showing that decision-making is shaped by past experiences, social influences and perceived price fairness. Rather than a purely economic assessment, price fairness integrates product quality and features, influencing consumer engagement. In addition, community norms and sustainability messaging shape purchasing decisions, emphasising social influences over rational education.Practical implicationsBusinesses and policymakers must move beyond price incentives and leverage social networks and sustainability messaging to shape consumer schemas. Trust in second-hand markets depends on perceived fairness, quality and social validation, highlighting the importance of community-driven interventions over traditional rational education efforts.Originality/valueThis study extends schema theory by demonstrating how rural consumers use cognitive shortcuts and social learning to navigate information asymmetry, reframes perceived price fairness as a cognitive framework rather than a transactional factor and highlights sustainability as a dynamic consumer heuristic.

Keywords: Price fairness; Product features; Product quality; Sustainable community influence; Second-Hand purchases; Cognitive schemas (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eme:jecpps:jec-03-2025-0069

DOI: 10.1108/JEC-03-2025-0069

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