The paradoxical nature of the customer experience in the circular economy: An explorative study of refurbished electronics

Quantum physics may be one of the most mind-bending sciences in existence — yet customer experience in the circular economy can be just as unpredictable. This doctoral thesis reveals that the customer experience in the circular economy behaves much like a quantum system: emotions of pride and guilt, trust and doubt, satisfaction and frustration coexist simultaneously.

Based on 53 in-depth interviews with consumers living in Finland, the research uncovers how people experience refurbished electronics — devices repaired and resold as part of circular-economy business models and strategies. Even sustainability-oriented customers often face conflicting emotions: they want to act responsibly, yet question product quality, reliability, and the truth behind “green” promises.

To explain this complexity, the study introduces the Quantum Experience Framework, a novel way of understanding how customer emotions, moral reflections, and values fluctuate and overlap. At its heart lies the concept of customer conscience — the inner dialogue through which individuals negotiate between what feels ethically correct and what feels practically safe.

The findings emphasize that companies in the circular economy must go beyond eco-certifications and technical guarantees. Building trust, pride, and emotional satisfaction is essential. Sustainable business success depends not only on closing material loops but also on closing emotional loops — helping customers feel good about doing good.