The role of ambiguity tolerance in consumer perception of remanufactured products

► We posit that remanufacturing processes are a source of ambiguity for consumers. ► Examine if ambiguity aversion affects consumer perception of remanufactured products. ► Ambiguity tolerance is related to perceived quality of remanufactured products. ► Ambiguity tolerance is related to willingness to pay for remanufactured products.