Consumer acceptance of novel sustainable circular services

We know that we have to move towards a circular economy (CE) in order to tackle the challenges derived from diminishing non-renewable resources, global warming, growing consumption, unemployment and urbanisation. The change towards CE needs to be at a systemic level, affecting consumers, companies, universities and legislators. Active consumers are at the centre of the closed loop in CE. In order to make consumers change their practices and support CE business models in their choices, these models need to be attractive. In this paper, we concentrate on consumer exploration of the factors influencing consumer acceptance of novel sustainable circular services. The data was collected during a group interview session of 42 consumers held in February 2016. As a result we found several factors that accelerate or inhibit consumer acceptance towards CE services.