Consumer Perceptions and Behavioral Intentions Toward the Circular Economy in India

doi:N/A

Advances in Consumer Research

Issue 4 : 2438-2443

Original Article

Consumer Perceptions and Behavioral Intentions Toward the Circular Economy in India

Riya Kashyap

Assistant Professor, Centre for International Studies, SVKM’S NMIMS University, Mumbai, India,

Abstract

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

Keywords

Circular Economy

Consumer Attitude

3R (Reduce/Reuse/Recycle)

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