From Attitudes to Action: Circular Consumption Behavior among Young Consumers

Abstrak / Ringkasan

Against the backdrop of escalating environmental concerns and the imperative for structural shifts in economic activity, the circular economy has emerged as a promoted solution in recent years. Among the economic factors that contribute to the transition toward circularity, consumers play a crucial role, as the implementation of this concept’s principles would be unattainable without their involvement. Starting from the Theory of Planned Behavior, the purpose of this study is to analyze the relationships between pro-circular attitude, perceived social norms, perceived control, circular consumption intention and total circular behavior among young consumers. Data was collected through a questionnaire applied to a sample of 132 high school students (grades IX–XII). The dimensions included in the study were measured by multi-item Likert scales (1–5), and total circular behavior was calculated as the mean frequency of practices associated with circular economy strategies. Analyses included descriptive statistics, assessment of internal consistency (Cronbach’s ?) and Pearson correlations between composite scores. The results indicate a relatively favorable attitude towards circular consumption, concomitant with a moderate level of reported circular behavior, suggesting a gap between declarative orientations and actual actions. All scales showed good to excellent internal consistency (? = 0.77–0.91). Correlational analyses revealed significant positive associations between psychosocial determinants and circular consumption intention, as well as between intention and total circular behavior. Intention and perceived control showed the strongest associations with circular behavior. The findings suggest that, beyond favorable attitudes, perception of ability to act and support for intentions are essential for increasing circular consumption among young people.

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