["Business Strategy and the Environment, EarlyView. ", "\nABSTRACT\nThis study adopts a mixed‐method approach to examine the key drivers of perceived value for refurbished products in rapidly expanding electronic marketplaces. Through in‐depth interviews and focus groups, key antecedents are identified, followed by conceptual model testing using the stimulus–organism–response framework. Quantitative analysis is conducted using covariance‐based structural equation modeling and artificial neural networks. The results revealed that perceived risk, customer reviews, online trust, retailer credibility, third‐party seal, and corporate social responsibility significantly shape perceived value, which in turn drives electronic word‐of‐mouth intentions. Additionally, greenwashing perceptions and concern for future consequences moderate these relationships. The study offers theoretical and practical insights for enhancing consumer engagement in electronic marketplaces for refurbished products.\n"]