The sacrifice paradox in circular economy: divergent consumer pathways in sustainable production and consumption

Purpose This investigation addresses critical knowledge gaps in the Asia-Pacific circular economy behavioral transformation by examining the linkages between environmental values and behavior among Taiwanese consumers. Leveraging Schwartz's value theory, the study establishes an innovative theoretical framework positioning environmental commitment and responsibility as psychological mediators, with willingness to sacrifice as a nuanced moderator. The research elucidates value-behavior conversion mechanisms specific to emerging Asian markets, contributing to the advancement of regional circular economy behavioral science while addressing the unique cultural and economic contexts prevalent across Asia-Pacific societies seeking sustainable development pathways. Design/methodology/approach Employing a quantitative methodology based on structural equation modeling with SmartPLS 4.0, this study examines 337 young Taiwanese consumers representing the demographics of Asia-Pacific emerging markets. The research integrates psychometric validation, confirmatory factor analysis, and path coefficient estimation within culturally adapted measurement frameworks. Schwartz's universal values inventory provides the foundational constructs, supplemented by regionally validated environmental commitment, responsibility, and willingness to sacrifice. The methodological approach ensures cultural relevance while maintaining international research standards for Asia-Pacific consumer behavior investigation. Findings Results reveal environmental commitment and responsibility as essential mediating pathways linking environmental values to circular economy intentions within Asian cultural contexts. Biospheric and altruistic values demonstrate significant positive associations with both mediators, while egoistic values negatively influence environmental commitment. Willingness to sacrifice exhibits paradoxical moderating effects unique to Asia-Pacific consumers: enhancing the behavioral conversion of environmental commitment while diminishing the effectiveness of environmental responsibility. These findings illuminate distinctive regional psychological dynamics underlying sustainable consumption transformation in emerging Asian markets. Practical implications The findings provide strategic frameworks for Asia-Pacific policymakers and marketers promoting regional circular economy initiatives. The results suggest implementing culturally sensitive interventions that strengthen environmental commitment through values-based campaigns while optimizing sacrifice-themed communications for diverse Asian markets. Organizations can leverage identified psychological pathways to design effective sustainability programs that address unique Asia-Pacific consumer characteristics. The research offers evidence-based strategies for regional stakeholders seeking to enhance circular economy adoption across diverse Asian cultural and economic landscapes. Originality/value This research pioneers the concept of “willingness to sacrifice paradox” within Asia-Pacific circular economy literature, representing a significant theoretical advancement for regional behavioral science. The study innovatively integrates dual mediating mechanisms within Asian cultural contexts, extending Schwartz's theory into regional sustainable consumption frameworks. By revealing nuanced sacrifice-behavior relationships specific to Asia-Pacific consumers, the investigation offers original insights that advance understanding of regional circular economy behavior while establishing empirically validated pathways for future sustainability research endeavors in the Asia-Pacific region.