Consumer perception and adoption of a circular chemical economy

This study highlights the vital role of consumer behaviour in advancing the UK’s transition to a Circular Chemical Economy (CCE), a sector heavily reliant on fossil fuels and a major contributor to CO 2 emissions. While most studies focus on the technological and economic viability of a CCE, we address the less explored dimension of consumer perceptions and responses to circular products and recycling practices. By leveraging the theory of planned behaviour, we analyse unique survey data from 2,418 UK participants. The findings reveal that consumer attitude, and societal impact significantly influence consumers’ willingness to pay (WTP) for circular products, while perceived behavioural control emerges as the most influential factor in their willingness to recycle (WTR). These insights are vital for policymakers and industry stakeholders aiming to stimulate behavioural changes. The study offers several recommendations, including enhancing awareness and understanding of CCE products and recycling practices, fostering collaboration and partnerships, encouraging the use of clear and standardised labelling, and designing effective incentives. Although our results draw from extensive UK-based data, they offer valuable insights for countries with similar socio-economic characteristics. • We study consumer perceptions of products made from circular materials. • The study investigates consumers’ attitudes, societal impacts, and perceived behavioural control. • We find that these three factors can influence consumers’ willingness to pay and recycle. • Consumers’ environmental concern and gender can affect the benchmark results. • Recommendations are offered for countries with similar socio-economic characteristics.