Purpose:

To analyze the factors and elements that are driving the adoption of a circular approach in new business models, recognizing the fundamental role that the consumer plays in this trend.

Methodological design:

This study is based on the review of articles, reports, and blogs that exhibit the debate of the circular economy as well as published surveys on consumer behavior. With regards to the analysis, we explain the characteristics that show the trends and patterns that affect the purchase decisions in companies with sustainable and circular models.

Results:

Consumers, in particular young generations, are highly sensitive to the narrative of the environmental crisis and to the trends that arise in networks which lead them to adopt lifestyles that define their purchase decision and which has been a determining factor in the transition of businesses towards sustainable models and circular economy.

Research limitations:

There is a lack of information since it is a relatively new topic, hence, the cases found are scattered and not very systematic.

Findings:

Consumer age is key for purchase decisions. Young people mainly opt for sustainable product alternatives since they are more susceptible to the influence of predominant discourse and the opinion of other consumers on networks. Companies are making changes in their models to move towards the circular economy, taking into consideration these new consumers.

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