Modern technical breakthroughs are causing many electronic items to be discarded after only a brief period of use. Because of this, it turns into an environmental issue that contributes to the accumulation of electronic garbage or “e-waste.” Consequently, promoting the use of second-hand electronic devices is necessary because of the detrimental effects that e-waste has on the environment and human health. This study revisited the theory of planned behavior framework to examine how variables such as status consciousness, moral obligation, and product availability affect customers’ intention to buy second-hand premium smartphone electronics such as Apple, Samsung, and Huawei. People’s attitudes toward purchasing second-hand gadgets and their feelings of social and ethical duty are shaped by their status consciousness and moral obligation, which are seen to be important drivers of behavioral and normative beliefs. Product availability reflects consumers’ opinions about how easy or difficult it is to obtain used electronics, making it a control-related aspect. The survey has 248 respondents from Delhi, and Smart PLS 4 was used to test the associations. The study demonstrates that consumer intention to buy a second-hand premium smartphone is positively impacted by status consciousness, moral obligation, and product availability. Also, media exposure positively moderates the association between status consciousness and intention to buy second-hand electronics. The results give policymakers and marketers important information about what drives consumers to purchase second-hand electronic devices. These results provide important insights for marketers and regulators in developing strategies that promote sustainable consumption by highlighting the psychological and value-driven elements that greatly impact customers’ decisions to buy used items.
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