How to Change Entrepreneurs’ Attitudes toward a Circular Economy: An Exploratory Framework to Reduce the Gap between Circular Intentions and Circular Actions

Entrepreneurs are aware of the importance of having practices for circularizing their resources. However, the rare previous research specifically in entrepreneurship shows a gap between intentions and implementation with numerous barriers (structural, contextual, and cultural). This article proposes a first framework to reduce this gap between intentions and circular actions. These solutions are based on the theory of attitude changes, which states that changes in individuals’ attitudes are more significant if they are preceded by an inexpensive act (Binding Communication Approach). As this is a still little-explored subject that mixes circular entrepreneurship and environmental psychology, the research method is exploratory, based on an analysis of previous writings in these two distinct fields, with the proposal of a first formalization starting from the example of solutions based on inexpensive acts (communities of practices, prizes, and tools). Conclusions are proposed regarding the characteristics of this type of preparatory act necessary to change entrepreneur attitude toward circular economy practices.