Circular Business Models and Sustainable Behavior: An Integrated Framework Based on the COM-B Model

Objective: This study aims to understand how circular business models can effectively influence consumer behavior towards sustainability, using the COM-B model (Capability, Opportunity, Motivation - Behavior) as an analytical framework. The central objective is to demonstrate that the integration of circular practices not only reduces environmental impacts but also redefines the consumer's role as an active agent in the regenerative economy. Theoretical Framework: It is based on contemporary concepts of circular economy, highlighting frameworks and consumer-oriented approaches such as the sharing economy and product lifecycle extension. These theories underscore that consumer behavior is a central component in the transition to more sustainable economic systems. Method: The theoretical approach relied on an extensive literature review on circular business practices and behavioral studies. Through the COM-B model, a framework was structured to analyze the interactions between behavioral components and business models. Results and Discussion: The study argues that consumers' ability to adopt circular practices depends on clear information, economic incentives, and adequate infrastructure. Additionally, it demonstrates that motivation is amplified by personal values and trust in companies aligned with sustainability. However, challenges such as cultural resistance and institutional barriers still limit broader adoption. Research Implications: The research reinforces the need for integrated strategies among consumers, businesses, and governments to enable the adoption of circular models. The impact transcends the economic sphere, influencing public policies and redefining consumption patterns. Originality/Value: This paper stands out by proposing a holistic and practical approach to integrate circular business models with behavioral changes, contributing to a research agenda focused on concrete solutions in sustainability.