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Consumer demand for circular products: Identifying customer segments in the circular economy
RISE Research Institutes of Sweden, Built Environment, System Transition and Service Innovation.ORCID iD: 0000-0002-9639-1215
RISE Research Institutes of Sweden, Built Environment, System Transition and Service Innovation.ORCID iD: 0000-0002-6323-2840
RISE Research Institutes of Sweden, Built Environment, System Transition and Service Innovation.ORCID iD: 0000-0001-9495-5075
2021 (English)In: Sustainability, E-ISSN 2071-1050, Vol. 13, no 22, article id 12348Article in journal (Refereed) Published
Abstract [en]

Understanding consumer preferences in the circular economy can help producers develop profitable strategies, lowering the risk involved in transitioning to circular business models and circular product design. This study uses a choice experiment to identify customer segments for mobile phones and robot vacuum cleaners at different levels of circularity. The experiment observes how a product’s theoretical Circular Economy Score (ranging from 0 to 100) influences consumer preferences as compared to other product attributes like price, appearance, warranty, battery life, reseller type, or ease of repair. Drawing from 800 UK respondents, the results indicate the presence of three customer segments that are sensitive to a product’s Circular Economy Score, including two that appear willing to purchase recirculated items and one that expresses a preference against them. The results offer initial evidence that a market for recirculated consumer electronics exists and that circularity labeling is a marketable option. The results also present a strong rationale for further research that probes a greater variety of products and contexts. © 2021 by the authors

Place, publisher, year, edition, pages
MDPI , 2021. Vol. 13, no 22, article id 12348
Keywords [en]
Circular economy, Circularity metrics, Consumer demand, Customer segments, Latent demand
National Category
Business Administration
Identifiers
URN: urn:nbn:se:ri:diva-57011DOI: 10.3390/su132212348Scopus ID: 2-s2.0-85119200792OAI: oai:DiVA.org:ri-57011DiVA, id: diva2:1614324
Note

Funding details: Marcus och Amalia Wallenbergs minnesfond, MAW, MMW 2015.0045; Funding text 1: Funding: The paper and the related study were funded by the Marianne and Marcus Wallenberg Foundation in the project Measuring Business Model Circularity for Increased Resource Productivity (MMW 2015.0045).

Available from: 2021-11-25 Created: 2021-11-25 Last updated: 2023-05-23Bibliographically approved

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Boyer, RobertHunka, AgnieszkaWhalen, Katherine

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