Re-examining consumer engagement in the circular economy

Abstract

Purpose

This study aims to deepen knowledge of consumers’ attitudes towards circular economy products by focusing on the enabling factors that influence their behaviours. The success of the closed-loop economy depends not only on innovation but also on the active participation of the consumer. In these models, the authors witness the transition from the centrality of production to the centrality of use. This paper investigates Italian consumers’ tendency to purchase second-hand products in the clothing sector, one of the most polluting industrial sectors, focusing on the enabling factors that influence their behaviours, the reasons for their purchases and the existence of differences between market segments.

Design/methodology/approach

To accomplish this aim, a two-step investigation was carried out: a literature review and a quantitative analysis through a snowball survey involving 963 individuals, noting that non-random sampling restricts the validity of the findings within the considered sub-set of the Italian population. Statistical analyses were performed using the R 4.1.2 software environment along with Rstudio IDE v.1.4.1106 and the packages FactoMineR for cluster analysis and vcd for mosaic plots.

Findings

Environmental knowledge/awareness and solidarity values have a significant positive effect on consumers’ attitudes and purchasing behaviour towards circular products within the selected sample. A strong statistically significant association (p-value ≪ 0.01) is confirmed between those who consciously purchase sustainable clothing and those who are members/supporters of environmental associations, know sustainable brands and the advantages of the circular economy. Significant relations also emerged in reference to gender and age. In detail, the purchasing of sustainable clothing was found to be positively associated with females and generation Y respondents. Theoretical, institutional and managerial implications stem from the experimental findings of this study.

Originality/value

This study investigates the point of view of demand. From this perspective, this paper proposes a consumer engagement paradigm that highlights the motivations and enabling factors prompting participation in circular economy processes and affecting purchasing practices and attitudes towards second-hand clothing products with regard to Italian consumers.

Citation

De Chiara, A., Gallo, M. and Simonacci, V. (2024), "Re-examining consumer engagement in the circular economy", Journal of Consumer Marketing, Vol. 41 No. 7, pp. 706-723. https://doi.org/10.1108/JCM-03-2023-5918