A Circular Consumption Behavior Model for Addressing and Reducing Product Demand and Disposal

Research has often overlooked examination of circular consumption practices from the consumer’s perspective by primarily focusing on specific consumption activities, hindering researchers from obtaining comprehensive insights into consumers’ upstream and downstream roles. Addressing this gap would highlight their role as simultaneous product users and resource suppliers. The framework draws from the concepts of the circular economy, attitude–behavior–context theory, and practice theory to develop a model that explores circular consumption behavior based on 8R-strategies for addressing and reducing product demand and disposal. These strategies comprise refuse, rethink, reduce, reuse, repair, refurbish, repurpose, and recycle. The proposed model was empirically tested using partial least squares structural equation modeling with data collected from 528 consumers. The results show that the antecedents positively impacted circular consumption behavior, with environmental concern and consumer social responsibility acting as partial mediators. Habits moderated the relationship between these variables, though they showed insignificant moderation between circular economy knowledge and circular consumption behavior. The findings underscore the importance of consumers’ role as both product users and resource suppliers in circular consumption practices.