Behavioral Drivers in Circular Product Purchases: The Divide Between Corporate Buyers and Final Consumers

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04130081%3A_____%2F25%3AN0000014" target="_blank" >RIV/04130081:_____/25:N0000014 - isvavai.cz</a>

Výsledek na webu

<a href="https://onlinelibrary.wiley.com/doi/10.1002/mar.22221" target="_blank" >https://onlinelibrary.wiley.com/doi/10.1002/mar.22221</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1002/mar.22221" target="_blank" >10.1002/mar.22221</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Behavioral Drivers in Circular Product Purchases: The Divide Between Corporate Buyers and Final Consumers

Popis výsledku v původním jazyce

Circular products are among the most promising options for sustainable consumption. However, it is not always foolproof that diverse stakeholders would be inclined to choose them. While researchers have lately increased their focus on determining which factors affect circular product purchases, which drivers differ between corporate buyers and final consumers remains unclear. Drawing on the subjective norms construct, rooted in the theory of planned behavior, this study identifies elements that influence final consumer and corporate buyers' circular product buying behavior. First, we advance the mediating role of subjective norms and product information seeking in conditioning their circular products' purchasing behavior. Corporate buyers proved to be more exposed to subjective norms, preferring to seek more information on circular products and proving more trust towards brands' communication about circular products. Secondly, we tested the moderating role of introducing an ecolabel that showcases a circularity score. We conducted four studies, three in the paper and one in the appendix, relying on CB-SEM from surveys and experimental designs. As a result, this study delivers insightful implications for academics, practitioners and policymakers by shedding light on the different demeanors of corporate buyers compared to final consumers regarding circular product purchases.

Název v anglickém jazyce

Behavioral Drivers in Circular Product Purchases: The Divide Between Corporate Buyers and Final Consumers

Popis výsledku anglicky

Circular products are among the most promising options for sustainable consumption. However, it is not always foolproof that diverse stakeholders would be inclined to choose them. While researchers have lately increased their focus on determining which factors affect circular product purchases, which drivers differ between corporate buyers and final consumers remains unclear. Drawing on the subjective norms construct, rooted in the theory of planned behavior, this study identifies elements that influence final consumer and corporate buyers' circular product buying behavior. First, we advance the mediating role of subjective norms and product information seeking in conditioning their circular products' purchasing behavior. Corporate buyers proved to be more exposed to subjective norms, preferring to seek more information on circular products and proving more trust towards brands' communication about circular products. Secondly, we tested the moderating role of introducing an ecolabel that showcases a circularity score. We conducted four studies, three in the paper and one in the appendix, relying on CB-SEM from surveys and experimental designs. As a result, this study delivers insightful implications for academics, practitioners and policymakers by shedding light on the different demeanors of corporate buyers compared to final consumers regarding circular product purchases.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2025

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

PSYCHOLOGY & MARKETING

ISSN

0742-6046

e-ISSN

1520-6793

Svazek periodika

42

Číslo periodika v rámci svazku

8

Stát vydavatele periodika

US - Spojené státy americké

Počet stran výsledku

33

Strana od-do

2056-2088

Kód UT WoS článku

001479883200001

EID výsledku v databázi Scopus

2-s2.0-105004173163