The electronic waste (E-waste) crisis is escalating, with an annual global production exceeding 50 million tons; transitioning to a circular economy (CE) model offers a potential solution, emphasizing resource efficiency through recycling, reuse, repair, refurbishing, and remanufacturing. However, a critical knowledge gap exists regarding customer engagement in circular business models, especially those underpinned by refurbishment. This study addresses part of the gap by exploring how companies could engage customers from different generations (Z, Y, and X) in their circular business models by understanding the differences in the customers’ perceived value. Employing qualitative methods, including 52 in-depth semi-structured interviews, the findings show that Gen Z sees refurbished tech as an affordable option for diverse needs requiring a more cognitive engagement strategy. Gen Y opts for transparency and clear communication, allowing the company to engage them through an affective engagement strategy. Being more financially stable, Gen X values device longevity and after-sales service, which relies more on a behavioral engagement strategy.