The role of consumer trade-offs in limiting the transition towards circular economy: The case of brand and plastic concern

Several green consumer behavior models have tried to explain how individual behaviours interrelate with green consumption. However, the growing environmental awareness of consumers as well as the complexity of environmental challenges requires additional research to explore how consumers deals with such logics. Better understanding of the complexity of consumer decision making process and how conflicting logics can generate tensions in a purchasing decision is detrimental in the transition towards a more circular economy. This paper attempts to examine the links between a set of key factors such as recycled material, brand loyalty and plastic concern able to predict a consumers' behavior model. In details, with the help of a self-administered questionnaire, we conducted a 2 x 2 experiment between subjects involving a sample of 1000 individuals, representative of Italian and Spanish population from 18 to 75 years old. Data acquired were then analysed applying Structural Equation Modelling. Results returned convey how recycled product and plastic concern have a direct influence on consumers' attitude towards the product and its perceived value, thus influencing their buying behaviours. Moreover, results suggest also that plastic concern negatively mediates the positive effect of recycled material on product attitude and its perceived value. In light of such results, conclusions suggest how to develop green marketing campaigns and communication strategies able to raise green behaviours.