Understanding Consumer Behaviour in the Circular Economy: A Theory of Planned Behaviour Approach

Transitioning to a circular economy is essential for addressing global sustainability challenges and requires consumer acceptance of sustainable product alternatives, yet remanufactured good often face scepticism. This study advances circular economy research by expanding the Theory of Planned Behaviour (TPB) to include two constructs-environmental friendliness and perception of remanufacturing- to provide a deeper and broader understanding of the behavioural drivers. Based on survey data from 440 UK respondents (426 valid after cleaning), structural equation modelling reveals that subjective norms had the strongest influence on purchase intention, followed by perception of remanufacturing, environmental friendliness, and perceived behavioural control. While perceived behavioural control plays a smaller role, mediation analysis shows that social influence and product perception significantly channel environmental values into behavioural intention. These insights underscore the importance of reducing information asymmetry and leveraging social endorsement to foster demand for remanufactured products. The study offers practical guidance for policymakers and marketers: framing remanufactured goods as high-quality and environmentally beneficial, and promoting peer influence, can accelerate circular consumption. By integrating environmental and perceptual factors into TPB, this research contributes a validated behavioural framework for advancing sustainable consumption strategies.