New Research Publication: What Drives Consumers’ Intention to Use Circular Business Models?
Even after the completion of the Cradle-ALP project, its research continues to deliver valuable results. One such outcome is a newly published scientific article by Christof Falkenberg together with Christian Garaus, Raphaela Hellmayr, Siegfried Pöchtrager, and Petra Riefler from the Institute of Marketing and Innovation at BOKU University.
What is the article about?
The research investigates which factors influence consumers’ intention to use circular business models. Such models, including product sharing, repair, reuse, and leasing, are essential components of the transition towards a circular economy.
The study is based on data from 2,049 respondents across six countries, collected as part of the Interreg project Cradle-ALP. To analyse the data, the researchers applied fuzzy-set Qualitative Comparative Analysis (fsQCA) and Necessary Condition Analysis (NCA). These methods allow for examining different combinations of factors that lead to either acceptance or rejection of circular business models.
The results show that there is no single pathway leading consumers to adopt circular solutions. Consumers differ in their motivations and attitudes, but several configurations of factors can encourage acceptance.
Why is this important?
The transition to a circular economy requires not only innovative business models but also a deeper understanding of consumer behaviour and acceptance. Companies and policymakers need insights into how different consumer groups respond to circular solutions.
The findings of this study provide valuable insights into how businesses and policymakers can better design and promote circular business models that resonate with consumers.
Access the article
The article is published open access and is available free of charge at:
https://onlinelibrary.wiley.com/doi/10.1002/bse.70730