Ibrahim, KhaledSarfo, ChristianEzel Sertkaya, CananBurnett, MeganPampari, Arpana2025-11-102025-11-102025-10-23Journal of Enterprising Communities: People and Places in the Global Economy, ISSN: 1750-6204 (Print); 1750-6212 (Online), Emerald, 1-22. doi: 10.1108/jec-03-2025-00691750-62041750-6212http://hdl.handle.net/10292/20088Purpose This study aims to examine how rural consumers make second-hand purchase decisions beyond economic necessity. Using schema theory, we explore how perceived price fairness, product features, product quality and sustainable community influence drive purchase intentions in the rural second-hand smartphone market. Design/methodology/approach The authors surveyed 225 rural New Zealand second-hand smartphone users and tested our hypotheses using partial least squares – structural equation modelling to analyse key factors influencing purchase intentions. Findings This study challenges the assumption that rural consumers evaluate second-hand goods solely on objective attributes, showing that decision-making is shaped by past experiences, social influences and perceived price fairness. Rather than a purely economic assessment, price fairness integrates product quality and features, influencing consumer engagement. In addition, community norms and sustainability messaging shape purchasing decisions, emphasising social influences over rational education. Practical implications Businesses and policymakers must move beyond price incentives and leverage social networks and sustainability messaging to shape consumer schemas. Trust in second-hand markets depends on perceived fairness, quality and social validation, highlighting the importance of community-driven interventions over traditional rational education efforts. Originality/value This study extends schema theory by demonstrating how rural consumers use cognitive shortcuts and social learning to navigate information asymmetry, reframes perceived price fairness as a cognitive framework rather than a transactional factor and highlights sustainability as a dynamic consumer heuristic.This is the Author's Accepted Manuscript of an article published in the Journal of Enterprising Communities: People and Places in the Global Economy © Emerald Publishing Ltd. The Version of Record can be found at DOI: 10.1108/jec-03-2025-006915 Commerce, Management, Tourism and Services35 Commerce, management, tourism and servicesPrice fairnessProduct featuresProduct qualitySustainable community influenceSecond-Hand purchasesCognitive schemasJournal ArticleOpenAccess10.1108/jec-03-2025-0069