Unlocking the potential of circular consumption: The influence of circular habits, environmental concerns and the search for pro‐sustainable information on circular consumption

Abstract

AbstractIn response to growing environmental and sustainability concerns, the circular economy and consumption have become significant themes in recent years. The transition to a circular economy is considered a critical move toward sustainable development as it addresses challenges, such as climate change, waste, pollution and biodiversity loss. The present study evaluates the influence of environmental concerns and the search for pro‐sustainable information by Portuguese consumers on their circular habits and their influence on their circular consumption choices. Furthermore, it assesses the influence of environmental concerns and Portuguese consumers' search for pro‐sustainable information on their circular consumption when mediated by their circular habits. Through an online questionnaire, 826 valid responses were collected from Portuguese consumers over 18 years of age, using a non‐probabilistic convenience sampling technique. The hypotheses established in the research model were tested using the Partial Least Squares method. Results indicate that environmental concerns and the search for pro‐sustainable information positively impact circular habits, with more emphasis on energy and water saving, and zero plastic use. Additionally, environmental concerns and the search for pro‐sustainable information directly correlate with circular consumption decisions, although this relationship is less intense when mediated by circular habits. Based on the results obtained in this study, a model of consumer participation in the circular economy is proposed. Consumers' adherence to responsible circular consumption habits can transform traditional corporate business models into circular models, accelerating more efficient management of natural resources and ensuring global sustainability and future generations' survival.