GreenLoop and the E-Waste Challenge: A Circular Solution for Bengaluru

Abstract: Purpose: This study dives into the role of consumer awareness in shaping sustainable habits, willingness to engage, and trust in circular economy (CE) models — all within the urban landscape of Bengaluru. GreenLoop, a digital platform focused on upcycling and product exchanges, serves as the case study. The goal? To find out if just knowing about CE is enough to drive change or if other factors play a bigger role. Research Methodology: A mixed-method approach was used, blending primary data from 84 respondents via a structured questionnaire with secondary data from literature and industry reports. Four key variables were examined: consumer awareness of CE practices, adoption of sustainable behaviours , willingness to participate, and trust in CE models. Data analysis involved regression and correlation techniques using Microsoft Excel to uncover patterns and relationships. Research Findings: The results painted an interesting picture. Awareness showed a modest but significant positive impact on sustainable consumption behaviours (p = 0.0075). However, when it came to influencing willingness to participate (p = 0.1542) or trust in CE models (p = 0.7679), awareness barely moved the needle. This suggests that while awareness plays a role, other factors like convenience, financial incentives, and social influence matter much more. Conclusion: Just spreading awareness isn’t enough. Trust needs to be earned through transparency and credibility, while participation thrives on accessibility and incentives. For platforms like Green-Loop, success lies in making upcycling easy, rewarding, and woven into daily life. Future Study: There’s still a lot to uncover. Future research should dig deeper into the motivational drivers behind CE adoption and explore how regional and cultural factors influence consumer behavior. Understanding these dynamics could help build more effective strategies for scaling circular practices.