ABSTRACT The transition towards a circular economy (CE) requires not only technological and organisational innovation but also consumer engagement in adopting circular products. A key driver of this process is consumers' stated willingness to pay (WTP) a premium, which remains constrained by psychological, perceptual and contextual barriers. Extending recent meta‐analytic frameworks, this study investigates the determinants of WTP for circular products by developing and empirically testing an extended theory of planned behaviour (TPB) model that incorporates environmental concern, perceived value (utilitarian, hedonic and social) and green trust. Based on survey data from 257 Italian consumers, the model was analysed using partial least squares structural equation modelling. The results indicate that environmental concern significantly enhances positive attitudes towards circular products, while green trust emerges as the strongest driver of attitudes. Utilitarian and hedonic values significantly enhance trust, whereas social value does not. At the outcome level, perceived behavioural control is the strongest predictor of stated WTP, surpassing attitudes, while subjective norms show no significant effect. These findings advance theoretical understanding by highlighting the mediating role of trust and the primacy of PBC in bridging the intention–behaviour gap in circular consumption. From a managerial perspective, the study suggests that firms should emphasise functional performance, hedonic attributes and credible certifications to build trust. At the same time, policymakers should design enabling conditions that promote consumer control and accessibility. Ethical and social implications further underscore the need for transparency, inclusivity and intergenerational responsibility in supporting the diffusion of circular products. By linking multidimensional value to trust in a heterogeneous sample of Italian consumers, this research offers practical insights into the intention‐behaviour gap to accelerate the circular transition. Given the survey‐based operationalisation adopted here, WTP should be interpreted as self‐reported premium acceptance rather than observed purchasing behaviour or monetary valuation.
Muto et al. (Mon,) studied this question.