| Abstract [eng] |
As the world increasingly faces the consequences of irresponsible consumption, the circular economy becomes a necessary part of the responsible business approach. Germany was one of the first countries to apply circular economy principles in 1996, which are now included in the policies of almost all countries in the world (Winans, Kendall, Deng 2016). A circular approach makes it possible to combat the negative effects of linear production, increases competitiveness, and ensures efficient use of resources. The success of the circular economy depends not only on the decisions of politicians and organizations, but also on the attitude and behaviour of consumers, thus these research objects have not been sufficiently studiet yet (Testa, Iovino, Iraldo, 2020). Existing research on the role of consumers in the circular economy reveals that the circular economy from a consumer perspective is a set of fragmented ideas, while little is known about the main driver of circular economy business models – consumer acceptance and willingness to participate (Korhonen, Honkasalo and Seppala, 2017). In conclusion, there are only a few systematic studies of circular consumption behaviour. This presupposes the questions raised in this master's thesis: what factors determine circular consumption behaviour, what effect do they have on the different stages of circular consumption behaviour, and how does this affect consumers' perceived value? |
