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Let’s Talk about Circular Economy: A Qualitative Exploration of Consumer Perceptions

Author

Listed:
  • Siet J. Sijtsema

    (Wageningen Economic Research, Wageningen University & Research, P.O. Box 35, 6700 AA Wageningen, The Netherlands)

  • Harriëtte M. Snoek

    (Wageningen Economic Research, Wageningen University & Research, P.O. Box 35, 6700 AA Wageningen, The Netherlands)

  • Mariët A. van Haaster-de Winter

    (Wageningen Economic Research, Wageningen University & Research, P.O. Box 35, 6700 AA Wageningen, The Netherlands)

  • Hans Dagevos

    (Wageningen Economic Research, Wageningen University & Research, P.O. Box 35, 6700 AA Wageningen, The Netherlands)

Abstract

Consumer involvement plays a major role in the circular economy (CE), which requires a new and more active role of consumers. However, consumer awareness of and interest and involvement in the CE is low. Therefore, we aimed to find the starting points for consumer involvement in activities that promote a CE by exploring consumers’ general perceptions of the CE and several practice cases. Four focus group discussions were conducted (N = 24) in the Netherlands. The group discussions showed that most consumers did not have a clear understanding of the term “circular economy,” although their associations pointed in the right direction. Perceptions, attitudes, motives and barriers in terms of advantages and disadvantages varied among the participants and were related to (1) the functionalities of the products, (2) the production system, (3) economic aspects and (4) emotions such as concern about risks. We identified four key messages: targeting with regard to behaviours, attitudes and product functionalities; aligning with emotions; linking to practical cases; and applying multidimensional CE-related behaviour in everyday life and involving consumers in its innovation. These key messages are helpful in overcoming obstacles and barriers, raising awareness and providing input for sustainable consumption and production in the CE.

Suggested Citation

  • Siet J. Sijtsema & Harriëtte M. Snoek & Mariët A. van Haaster-de Winter & Hans Dagevos, 2019. "Let’s Talk about Circular Economy: A Qualitative Exploration of Consumer Perceptions," Sustainability, MDPI, vol. 12(1), pages 1-15, December.
  • Handle: RePEc:gam:jsusta:v:12:y:2019:i:1:p:286-:d:303300
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    References listed on IDEAS

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    1. de Jesus, Ana & Mendonça, Sandro, 2018. "Lost in Transition? Drivers and Barriers in the Eco-innovation Road to the Circular Economy," Ecological Economics, Elsevier, vol. 145(C), pages 75-89.
    2. Juana Camacho-Otero & Casper Boks & Ida Nilstad Pettersen, 2018. "Consumption in the Circular Economy: A Literature Review," Sustainability, MDPI, vol. 10(8), pages 1-25, August.
    3. Kirchherr, Julian & Piscicelli, Laura & Bour, Ruben & Kostense-Smit, Erica & Muller, Jennifer & Huibrechtse-Truijens, Anne & Hekkert, Marko, 2018. "Barriers to the Circular Economy: Evidence From the European Union (EU)," Ecological Economics, Elsevier, vol. 150(C), pages 264-272.
    4. Spangenberg, Joachim H. & Lorek, Sylvia, 2019. "Sufficiency and consumer behaviour: From theory to policy," Energy Policy, Elsevier, vol. 129(C), pages 1070-1079.
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    Cited by:

    1. Jhuma Sadhukhan & Tom I. J. Dugmore & Avtar Matharu & Elias Martinez-Hernandez & Jorge Aburto & Pattanathu K. S. M. Rahman & Jim Lynch, 2020. "Perspectives on “Game Changer” Global Challenges for Sustainable 21st Century: Plant-Based Diet, Unavoidable Food Waste Biorefining, and Circular Economy," Sustainability, MDPI, vol. 12(5), pages 1-17, March.
    2. Piotr Sulewski & Karolina Kais & Marlena Gołaś & Grzegorz Rawa & Klaudia Urbańska & Adam Wąs, 2021. "Home Bio-Waste Composting for the Circular Economy," Energies, MDPI, vol. 14(19), pages 1-25, September.

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