Digital Platform Capabilities and Consumer Participation in the Circular Economy: The Mediating Role of Customer Green Pressure in the Beauty and Cosmetics Industry

This study attempts to investigate the effect of perceived digital platform capability (PDPC) on consumer circular economy behavior (CCEB), with an exploration of the mediating effect of perceived customer green pressure (PCGP). From the Stimulus-Organism-Response theory perspective, it is hypothesized that PDPC fosters circular consumption. A quantitative cross-sectional study was carried out on consumers, and partial least squares structural equation modeling with bootstrapping assessed both direct and indirect relationships. The influence of PDPC is positive on CCEB and PCGP, and the influence of PCGP is also positive on CCEB. PCGP mediates between PDPC and CCEB. This research paper has made an important contribution to the circular economy body of knowledge by introducing customer green pressure as a mediator between digital platform capability and circularity.