Communicating Credibility in Circular IT: A Qualitative Study of Trust and Sustainability Messaging by European Sellers
Authors
Zilli, Giovanni ; Vidal Petersen, Juan David
Term
4. Semester
Publication year
2025
Abstract
Electronic waste continues to grow across Europe, underscoring the need to extend the life of IT equipment through reuse and refurbishment. This thesis examines how actors such as ITADs, brokers, traders, service companies, and marketplaces communicate credibility and sustainability to B2B and B2C buyers. Grounded in Trust Theory, Signaling Theory, Green Marketing, and the Theory of Planned Behavior, the study is based on qualitative interviews with professionals in the used and refurbished IT sector across six European countries. Findings indicate that grading, warranties, and clear documentation help reduce uncertainty, though their impact varies by buyer type; sustainability messaging is more common in B2C, while B2B sales often prioritize pricing and logistics. The lack of standardized grading emerges as a structural barrier, alongside regional and cultural differences in trust expectations. By focusing on the supply side, the research offers practical insights into how sellers manage communication in real-world conditions and supports efforts to accelerate a more circular IT economy in Europe.
Elektronisk affald vokser i Europa, og cirkulær IT kræver, at brugt udstyr får længere levetid gennem genbrug og refurbishment. Denne afhandling undersøger, hvordan aktører som ITADs, mæglere, handlende, servicevirksomheder og markedspladser kommunikerer troværdighed og bæredygtighed over for B2B- og B2C-købere. Med udgangspunkt i Trust Theory, Signaling Theory, Green Marketing og Theory of Planned Behavior bygger studiet på kvalitative interviews med fagfolk i den brugte og refurbished IT-sektor på tværs af seks europæiske lande. Resultaterne peger på, at grading, garantier og tydelig dokumentation reducerer usikkerhed, men at effekten afhænger af købertypen; bæredygtighedsbudskaber er mere udbredte i B2C, mens B2B ofte prioriterer pris og logistik. Manglen på standardiseret grading fremstår som en strukturel barriere, og regionale/kulturelle forskelle præger tillidsforventninger. Ved at fokusere på udbudssiden giver studiet praktiske indsigter i, hvordan sælgere kan målrette deres kommunikation og dermed understøtte en hurtigere overgang til mere cirkulær IT i Europa.
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