This study focuses on the willingness of consumers to use circular business models (CBMs).
It assesses the ‘suitability’ of a product or sector for a particular circular business model from a consumer-based perspective: is it likely that a sufficient number of consumers would be willing to adopt the CBM to make it worthwhile for providers to enter this market? The study aims to provide an overview of different attitudes towards a diverse set of CBMs. Specifically, it takes six scenarios concentrating on coffee, printing, housing, clothing, household chores and secondhand markets. This approach makes it possible to compare results for a variety of CBMs as well as to identify general trends in consumers’ intentions and reported behaviour.