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Original Article | Volume 2 Issue 4 (ACR, 2025) | Pages 3418 - 3441
Consumer Decision-Making Framework for Circular Economy Oriented Products
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Management Development Institute Gurgaon, India
Under a Creative Commons license
Open Access
Abstract

Today, Automobile manufacturers are transitioning from a linear economic model to a circular economic model, guided by the principles of reduce, reuse, and recycle, which are more sustainable in considering organizational and customer needs. This study proposes a product-centric decision-making model that explains the process and predictors of consumer behavior for circular economy-oriented automobiles. The model covers awareness of circular economy and such brands for their impact on different perceived values: functional, social, epistemic, and attitude that may lead to willingness to purchase and thus determine the purchase behaviour for such circular automobiles. A survey involving 613 respondents was used to test the model empirically. The paper's major contribution is identifying perceived functional value as a major driver for triggering purchase actions of CE products. The outcome of this study will help automobile companies and marketers to align their marketing communication strategy to highlight the functional benefits of such offerings..

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