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Methodology to Improve the Acceptance and Adoption of Circular and Social Economy: A Longitudinal Case Study of a Biodiesel Cooperative

Author

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  • Odette Lobato-Calleros

    (Department of Chemical, Industrial and Food Engineering, Universidad Iberoamericana Ciudad de México, Prolongación Paseo de la Reforma 880, Mexico City 01219, Mexico)

  • Karla Fabila-Rodríguez

    (Department of Chemical, Industrial and Food Engineering, Universidad Iberoamericana Ciudad de México, Prolongación Paseo de la Reforma 880, Mexico City 01219, Mexico)

  • Brian Roberts

    (Cowichan Bio-Diesel Co-op, 1081 Nagle Street, Duncan, BC V9L 2E6, Canada)

Abstract

Purpose : The aim was this study was to test the effectiveness of the Mexican User Satisfaction Index of Circular and Social Economy (MUSI-CSE) methodology to improve user acceptance and the adoption of biodiesel from the Cowichan Bio-Diesel Co-op (CB-DC), a social enterprise that upcycles cooking oil waste. Approach : The external strategy is to study factors of user experience with products and/or services and internal processes. This type of economy tends to build its value chain independently to avoid barriers in the economic structure. Methodology / Techniques : MUSI-CSE presents a model of satisfaction (present acceptance) and loyalty (future acceptance) factors and a measurement system comprising the same factors. It also identifies and monitors interventions in key factors and evaluates their effectiveness. Here, MUSI-CSE has been tested through a longitudinal and prospective study. In-depth interviews, surveys, SEM, and PLS were used. Findings/originality/applicability : User acceptance and adoption are based on self-benefits and the achievement of specific sustainable local development goals. Satisfaction did not change. Loyalty did experience a statistically significant increase at a 95% confidence level, and sales increased by 26%. It can be concluded that MUSI-CSE innovation contributed to improving users’ future acceptance and adoption. In the future, MUSI-CSE will be adjusted based on other case studies and will support the co-creation of an international methodology and index of circular and social economy.

Suggested Citation

  • Odette Lobato-Calleros & Karla Fabila-Rodríguez & Brian Roberts, 2022. "Methodology to Improve the Acceptance and Adoption of Circular and Social Economy: A Longitudinal Case Study of a Biodiesel Cooperative," Sustainability, MDPI, vol. 14(19), pages 1-34, September.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:19:p:12394-:d:929369
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