How Do Consumers Engage With Circularity? Differences Across Six Circular Economy Behaviours

The transition to a circular economy (CE) requires not only supply-side innovation but also a fundamental shift in consumer behaviour. However, existing research and policy frameworks often treat circular behaviour as a uniform construct, overlooking its inherent heterogeneity. This study addresses this gap by examining how determinants of circular behaviour vary across different practices and how these differences can inform more effective policy design. Using original survey data from residents of the South Tyrol (Northern Italy), we analyse six behavioural domains spanning the product lifecycle: consumption reduction, second-hand purchasing, repair, sharing, donation, and upcycling. Empirically, we employ survey-weighted ordinal logistic regression models for each behaviour, complemented by robustness checks using binary and continuous circularity indices. The analysis integrates consumer characteristics, normative factors, and product-related perceptions, alongside targeted models of behavioural barriers and enablers. While normative orientations and sustainability perceptions influence some practices, structural and practical barriers consistently exert the largest effects, reducing the likelihood of engagement by up to 88% (Odd ratio = 0.12). Repair behaviour is primarily driven by durability perceptions and age, second-hand consumption is shaped by household composition and lifestyle norms, and reduction reflects minimalist values. In contrast, upcycling and donation show weaker associations with attitudinal factors, suggesting stronger dependence on contextual conditions. From a policy perspective, the findings underscore three key insights: (i) barrier removal is more effective than awareness-raising, (ii) circular behaviours require behaviour-specific interventions, and (iii) demographic segmentation improves policy targeting.