Consumer perception towards electronic products from recycled components in the current geopolitical context: A structural equation modelling approach.

Russia's invasion of Ukraine had a negative impact worldwide, causing a severe energy crisis that also affected EU countries, which are now involved in combating the growing energy prices while also speeding up the deployment of renewable energy sources. This armed conflict impacted the electronic components supply chain, causing high prices and disruption for different raw materials, resulting in material shortages for electronic components and affecting electronic product (EP) manufacturing. Since the start of the geopolitical crisis due to the Russo-Ukrainian War, (dis)information has been disseminated via social media, affecting users' cognition, attitudes, and behavioral intentions. Therefore, this paper aims to assess the impact of social media usage, Russo-Ukrainian war fear, consumers' green values, perceived quality, usage enjoyment, and product image on consumers' purchase intention toward recycled electronic products. Based on the Stimulus-Organism-Response (SOR) approach, the authors propose a conceptual model highlighting the factors that enhance consumers' purchase intentions towards recycled electronic products. The model is tested empirically via quantitative-based research, with data collected from Romania, a close neighbor of the armed conflict, and assessed employing with structural equations modeling via SmartPLS 3.0. Results confirm that social media usage, consumers' green values, and the Russo-Ukrainian war fear do enhance consumers' image of recycled electronic products, thus leading to their increased purchase intention. The novelty of this paper consists in extending the SOR-based research regarding consumers' behavioral intentions toward buying recycled electronic products in the context of the Russo-Ukrainian war. The study highlights important managerial implications for both the electronic industry and retailers selling such goods.