The Motivation of Consumer Participation on Circular Economy and the Effect to Value Creation
摘要
The circular economy can no longer be ignored as a viable business model in today's world, especially with the continued depletion of the Earth's resources. The rise of renewable energy and development of innovative new materials and technologies have created new possibilities for circular production solutions. They are also promoting a shift from a traditional linear system in which goods are produced, used and discarded to a circular system that involves reusing, remanufacturing and recycling materials. Empirical research rarely studies the motivations and intentions of consumers in participating in a circular economy, and their effect on such participation. This study fills that gap by investigating why people might want to participate in circular economy using self-determination theory (SDT) as a basis for understanding consumers' extrinsic and intrinsic motivations. We identified accessibility to be an important moderator of customer participation, given that the focus of the circular economy is on the use of a function rather than on consumption. To further understand these different motivations and the effect of accessibility, we used the Delphi Method to confirm the different outcomes. The results should provide marketers guidance on what their focus should be in the circular economy era.