Behavioral Drivers in Circular Product Purchases: The Divide Between Corporate Buyers and Final Consumers

ABSTRACT Circular products are among the most promising options for sustainable consumption. However, it is not always foolproof that diverse stakeholders would be inclined to choose them. While researchers have lately increased their focus on determining which factors affect circular product purchases, which drivers differ between corporate buyers and final consumers remains unclear. Drawing on the subjective norms construct, rooted in the theory of planned behavior, this study identifies elements that influence final consumer and corporate buyers' circular product buying behavior. First, we advance the mediating role of subjective norms and product information seeking in conditioning their circular products' purchasing behavior. Corporate buyers proved to be more exposed to subjective norms, preferring to seek more information on circular products and proving more trust towards brands' communication about circular products. Secondly, we tested the moderating role of introducing an ecolabel that showcases a circularity score. We conducted four studies, three in the paper and one in the appendix, relying on CB‐SEM from surveys and experimental designs. As a result, this study delivers insightful implications for academics, practitioners and policymakers by shedding light on the different demeanors of corporate buyers compared to final consumers regarding circular product purchases.