Title: The circular economy in the Portuguese consumer's perspective

Authors: Mariana Neto; Ana Pinto Borges; Bruno Miguel Vieira; Elvira Vieira; Victor Tavares; Joana Neto

Addresses: ISAG – European Business School, Rua de Salazares 842, 4100-442, Porto, Portugal; Research Center in Business Sciences and Tourism (CICET – FCVC), Rua de Salazares 842, 4100-442, Porto, Portugal ' ISAG – European Business School, Rua de Salazares 842, 4100-442, Porto, Portugal; Research Center in Business Sciences and Tourism (CICET – FCVC), Rua de Salazares 842, 4100-442, Porto, Portugal; Research Centre in Organizations, Markets and Industrial Management (COMEGI), Rua de Moçambique, 21, Porto, Portugal ' ISAG – European Business School, Rua de Salazares 842, 4100-442, Porto, Portugal; Research Center in Business Sciences and Tourism (CICET – FCVC), Rua de Salazares 842, 4100-442, Porto, Portugal ' ISAG – European Business School, Rua de Salazares 842, 4100-442, Porto, Portugal; Research Center in Business Sciences and Tourism (CICET – FCVC), Rua de Salazares 842, 4100-442, Porto, Portugal; IPVC – Polytechnic Institute of Viana do Castelo, Praça Gen. Barbosa 44, Viana do Castelo, Portugal; UNIAG – Applied Management Research Unit, Praça Gen. Barbosa 44, Viana do Castelo, Portugal ' ISAG – European Business School, Rua de Salazares 842, 4100-442, Porto, Portugal; Research Center in Business Sciences and Tourism (CICET – FCVC), Rua de Salazares 842, 4100-442, Porto, Portugal ' Research Center in Business Sciences and Tourism (CICET – FCVC), Rua de Salazares 842, 4100-442, Porto, Portugal

Abstract: Consumer perceptions play a key role in the recent economic paradigm known as circular economy (CE), which involves a more focused position by the business community. This study aims to understand the perceptions of consumers regarding the concept of CE and its acceptance in the involvement in practices that promote the development of new business models through cluster analysis. An exploratory study was conducted, and the sample (N = 254) was composed through surveys available from three different brands positioned in a CE business model. Three qualitatively distinct personal positions were identified among participants: 1) concern about the future; 2) CE importance; 3) new lifestyle habits. The present study has limitations, considering that the sample was centred on the consumer who chooses sustainable organisations, which creates a limitation to assess the knowledge concerning the CE in a global consumer context.

Keywords: circular economy; consumer behaviour; sustainable development.

DOI: 10.1504/GBER.2025.144244

Global Business and Economics Review, 2025 Vol.32 No.2, pp.160 - 176

Received: 11 Mar 2022
Accepted: 19 Feb 2023
Published online: 03 Feb 2025 *

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