Consumers of Organic Products in the Circular Economy

Abstract

Purpose: To identify drivers and barriers perceived by consumers of organic products regarding their actions supporting circularity. Theoretical framework: Circular Economy (CE) is seen as solution for food crisis and environmental pollution. It also contributes to growing awareness of social responsibility and sustainability, which increases the interest in organic products. Method/design/approach: Qualitatively, twelve consumers of organic products were interviewed through in-depth online interviews. Results and conclusion: Consumers identified several drivers that encourage them to be part of CE, such as less packaging at farmer’s markets, the opportunity to compost at home, and government policies that support waste sorting for recycling. However, the failure of suppliers to provide initiatives to reuse packaging, bags and to return glass containers, the restrictions on home composting, lack of room to separate and dispose of recyclable waste efficiently, not used to reusing vegetable waste, and not used to returning packaging to suppliers, were identified as barriers to CE. Research implications: This study contributes to the development of CE, promotion of sustainability and establishment of CE as an element of organic production. Originality/value: Studies address CE with focus on the industry. Contemplate the importance of the consumer for the development of circularity, this study advances with a look at the consumer, foment to the comprehensive, until then not investigated, of the perception of consumers of organic products regarding their actions supporting circularity.