Examining planning methods and techniques for a circular economy products and services with a focus on customer engagement

Lack of consumer interest and awareness has been identified as one of the main barriers for circular economy (CE) products and services. In service marketing, it has been pointed out that consumers have different consumption behaviours depending on their level of involvement, and the term customer engagement refers to a high level of customer involvement. This paper proposed a new methodology to consider the effectiveness of activities to promote customer engagement behaviour in line with the business model. The analysis method used a SEM model to analyse students' awareness of food waste reduction and investigated the change in behaviour due to the introduction of a customer engagement behaviour analysis process after the implementation of a PBL class. The implications of this study are: 1) a path diagram suggesting that complementing knowledge and skills regarding thoughtful behaviour increases behavioural intention; 2) the insight that customer engagement behaviour can be more easily inferred by considering how to promote it.