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One of the major obstacles to the adoption of the circular economy is the lack of consumer interest and awareness. Despite this, the unique role of consumers in the circular economy is an understudied topic, as the literature tends to focus rather on the application of circular practices in the organizational and industrial sectors. This paper aims to examine the individual-level factors that have an influence over circular purchasing behavior. Specifically, this paper elaborates an explicative path model of purchasing circular products that takes into account environmental concern, climate skepticism, and the attitudinal factor towards circular products. The final sample consisted of 566 respondents from Romania. Our findings showed that environmental concern has a positive significant impact on circular purchase behaviour and this relationship is mediated by the attitude towards circular products. Moreover, those with high levels of climate skepticism showed an increased level of perceived greenwashing among organizations.

Consumers in the Circular Economy: A Path Analysis of the Underlying Factors of Purchasing Behaviour