The increase in smartphone users as well as sales in Indonesia coupled with the smartphone’s short life cycle has raised serious concerns for sustainability. Circular economy has recently becomes one of the important studies which addresses the limitation of natural resources as well as the landfills. Refurbishment and direct reuse are part of circular economy approaches; however, the existence of new low-end smartphones has started to erode the customers’ interest in the reuse smartphones. This paper studies the hierarchy of reuse options in smartphones selection using analytical hierarchy process (AHP) to identify the decision hierarchy. The AHP results show that both worker and student-alumni groups prioritize their choice on new low-end smartphones. On the other hand, refurbished and secondhand smartphones are part of circular economy activities, where the life of the end-of-use smartphones are extended rather than discarded. Furthermore, we propose several strategies to improve customer behavior to support circular economy.
