Digital Technologies as Enablers of the Circular Economy: An Empirical Perspective on the Role of Companies in Driving Customer Behaviour Change

ABSTRACT The circular economy concept has gained significant attention in the academic and industrial discourse. Yet, the widespread adoption of circular business models is still outstanding, with a lack of customer acceptance representing a critical barrier. Recently, there has been a growing interest in the potential of digital technologies to expedite the circular economy's broader implementation. This study investigates the role of digital technologies in enhancing customer acceptance of circular business models in consumer‐facing industries. To extract insights from practice, we conducted 41 semi‐structured interviews with experts from companies that have implemented circular economy principles, management consulting firms, and academia. As a result, we provide thematical structures of (1) 35 factors affecting customer acceptance of circular business models, (2) 36 practices that organizations can deploy to address these factors and enhance customer acceptance, and (3) 19 digital technologies to facilitate such practices. Our findings combine and extend insights from the distinct research streams of behavioral science and theory of digital technology management by adding a technology dimension to the behavior change wheel, highlighting the interplay between sources of behavior (factors), intervention functions (practices), and technological enablers (digital technologies). This extended framework will support researchers investigating the role of digital technologies and inform companies about the use of digital technologies in circular business model innovation as an enabler of customer acceptance.