Empowering consumers in the circular economy: Strategies for sustainable agri-food systems in the Republic of North Macedonia

The transition to a circular economy (CE) in North Macedonia's agri-food sector is essential for achieving sustainability and resource efficiency. This study explores consumer-centric strategies that emphasize reducing, reusing, and repairing (3Rs) to minimize waste and promote sustainable consumption. Using a mixed-methods approach, the research integrates quantitative consumer surveys (n=500) with qualitative interviews (n=30) and case studies of successful CE initiatives. Secondary data from government reports and industry publications were also analyzed. Findings reveal moderate consumer awareness of CE principles, with 72% familiar with local food systems but only 50% aware of reuse and repair strategies. While 35-40% of consumers are willing to pay up to a 5% premium for sustainable products, economic constraints limit broader adoption. Key barriers include lack of awareness (40%), higher costs of sustainable products (30%), and limited availability (25%). Regression analysis confirms that consumer awareness (b = 0.58, p = 0.002) and economic incentives (b = 0.42, p = 0.01) significantly influence CE adoption. The study highlights the need for affordable solutions, education campaigns, and stronger policy frameworks to encourage consumer participation. A multi-stakeholder approach, engaging consumers, businesses, and policymakers, is vital for advancing a sustainable agri-food sector in North Macedonia.