Barriers to Consumer Choices for Circular Economy Dimensions in European Markets: An Experimental, Cross-cultural Approach

Research on the circular economy (CE) has captured wide-scale attention. Despite policy efforts to promote CE, its transition into practice remains in its infancy. This study employs a discrete-choice experiment (DCE) informed by Bayesian efficient design among participants from the three largest European markets (Germany, France, and the United Kingdom) to assess preferences for diverse CE dimensions when purchasing or leasing washing machines (WMs). We distinguish between three core dimensions of circular products and investigate how consumers' pro-environmental behaviour (PEB), habits of use, and knowledge interact with them. We find evidence, inter alia, of synergies between circular dimensions themselves and that low PEB, low knowledge, and high product use suppress consumer choice of more circular products. Framing information about the environmental benefits of product-service systems does not enhance demand for leasing.