Consumer behaviour in a circular economy: Testing consumer willingness to participate in circular business models

Abstract

Due to the rapidly increasing magnitude of waste generation, collection and recycling of waste have broadly received attention. Unfortunately, previous research has shown such take-back systems are currently poorly developed. To overcome and prevent further waste accumulation and resource scarcity, a shift should be made to Circular Business Models (CBM), which focusses on the re-use and recycling of materials. However, little is known about consumers’ willingness to participate in such CBMs. Therefore, three different Circular Business (Take-Back Management, Product Lease and Pay-per-use) models have been examined over which the key characteristics (Ownership, Responsibility and Payment Structure) have been examined. With the use of an extended version of the Theory of Planned Behaviour, also including Environmental Attitude and Habits, consumer behaviour, or Intention, has been mapped for the key characteristics of the CBMs. Results show consumers are more likely to take part in the Take-Back Management CBM and seem to dislike the other proposed models. This was mostly due to negative measured attitudes towards alternative payment structures and responsibility distributions, making these characteristics the most influential predicters of consumer Intention. These results could guide companies in the design and implementation of circular strategies to reclaim products after use. Furthermore, future research should aim to more deeply understand the relation between consumers and the Responsibility and Payment Structure characteristics of a CBM.