With increasing demand for goods putting pressure on the environment, the Circular Economy (CE) offers a smarter, more sustainable way to use our resources. Consumer attitude plays an important role in the adoption of CE principles in the consumer market. This paper aims to understand the sustainability of the Circular Economy (CE) based on consumer attitude in India. A theoretical structure is developed to understand consumer preference for Circular business models for the adoption of Circular Economy in India. The empirical study is based on data obtained from an online survey (N=75). This study offers marketers and policymakers a guide to evaluate the consumer awareness and attitude towards CE principles in India
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