Abstract
The circular economy strategy supports the transformation of the linear consumption model into a closed-production model to achieve economic sustainability, with the consumers’ acceptance of circular products being one of the major challenges. Further, one important aspect of product circularity remains unexplored, such as the consumers’ purchase intention of recycled circular goods. In this context, the present study proposes and tests a conceptual model on consumers acceptance of recycled goods through PLS Structural Equation Modeling (PLS-SEM), based on the data obtained from 312 respondents. Results indicate that the positive image of circular products is the most important driver of consumers’ acceptance, followed by the product perceived safety. This study provides an empirical foundation for the important role of consumers in circular economy business models through the examination of consumers’ acceptance of recycled goods.
Highlights
Unsustainable production and consumption patterns are the main causes of environmental deterioration, with economic activities deteriorating the environment through resource use and waste production
The concept of circularity is often examined from a business and production model, and researchers are beginning to explore the role of the consumer in closed production models (Wang et al 2018), highlighting the low consumer awareness and interest in a circular economy (Sijtsema et al 2020) or reporting the circular attributes perceived as favorable by consumer businesses (Stein et al 2020)
Partial Least Squares (PLS) path modelling was applied for the analysis and estimation using the
Summary
Unsustainable production and consumption patterns are the main causes of environmental deterioration, with economic activities deteriorating the environment through resource use and waste production In this context, the circular economy business model has become increasingly popular to create sustainable businesses, since the concept of a circular economy could help to solve challenges such as resource scarcity and climate change reducing the consumption of natural resources and increasing the recycling of materials and products within the economy (Tunn et al 2019). A sustainable business model can change production and consumption patterns, defining how a company develops business and shapes the company–consumer relationship For this purpose, companies could follow the circularity model, adopting a closed-loop system where resources are returned to the natural environment after use. The concept of circularity is often examined from a business and production model, and researchers are beginning to explore the role of the consumer in closed production models (Wang et al 2018), highlighting the low consumer awareness and interest in a circular economy (Sijtsema et al 2020) or reporting the circular attributes perceived as favorable by consumer businesses (Stein et al 2020)
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