Consumer Intentions in Circular Economy Products
Summary
Consumer intentions towards circular economy products are shaped by a constellation of individual motivations, product attributes and contextual influences. Core drivers include environmental concern, moral obligation and green self-identity, which elevate perceived value and foster willingness to adopt remanufactured, recycled or upcycled goods. Conversely, perceived risk—whether financial, functional or social—can deter purchase intentions unless addressed through design cues, warranties or transparent communication. Social norms and identity signalling play a pivotal role: visible markers of recycled content or ecolabels both inform potential buyers and allow them to convey pro-environmental values. Cross-cultural studies reveal variation in the relative strength of attitudinal and value-based drivers, while experiments highlight the power of product appearance and information framing to reduce uncertainty. Collectively, this body of research underscores the global potential of circular offerings to reduce waste and conserve resources, provided that marketing strategies align with the psychological and practical needs of diverse consumer segments.
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Consumer Intentions in Circular Economy Products publication trend
The graph below shows the total number of articles in consumer intentions in circular economy products across all publications each year (not limited to Nature Index journals).
Technical terms
Circular economy: An economic system aimed at minimising waste and maximising the continual use of resources by designing products for repair, remanufacture and recycling.
Purchase intention: A consumer’s stated likelihood or conscious plan to buy a specific product, reflecting underlying attitudes and motivations.
Perceived risk: The consumer’s subjective assessment of potential negative outcomes associated with a purchase, encompassing financial, functional and social dimensions.
Identity signalling: The process by which individuals convey aspects of their self-concept or values through visible consumption choices.
References
- A sustainable step forward: Understanding factors affecting customers’ behaviour to purchase remanufactured products. Journal of Retailing and Consumer Services (2023).
- To see or not to see: The effect of observability of the recycled content on consumer adoption of products made from recycled materials. Resources Conservation and Recycling (2024).
- Factors influencing purchase intention for recycled products: A comparative analysis of Germany and South Africa. Sustainable Development (2023).
- Consumer acceptance of products made from recycled materials: A scoping review. Resources Conservation and Recycling (2022).
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