Consumer Behaviour in a Circular System – How Values Promote and Hinder the Participation of Young Adults in the Swedish Deposit-Refund System for Beverage Packaging

This study contributes to the understanding of how values promote and hinder circular consumer behaviour by examining and learning from the Swedish deposit-refund system for beverage cans and PET bottles. We have used the consumption value theory in our analysis, building on the concepts of circular economy, sustainable consumption and recycling. Data was collected from focus group interviews with young adults in order to identify and explore the ways that values promote and hinder participation. Functional values were found to be at the core of sustainable consumption as a result of financial incentives and the fact that consumers value convenience. The study also highlights the importance that young adults place on emotional values, in particular embarrassment, which hinders them from recycling. When it comes to sustainable consumption, young adults are driven by selfish behaviour, prioritising personal comfort. Social settings were also found to promote and hinder participation in the deposit-refund system. The study finds that an understanding of the reasons why different social groups and age groups approve or disapprove of participation in circular solutions may help design solutions to increase participation in circular solutions and circular economies. The results show that it is important to study the combinations of value dimensions to understand consumer behaviour in a circular system fully.