Consumers’ knowledge and decisions on circularity: Albanian, Polish, and Portuguese perspectives

Although the concept of Circular Economy (CE) has become popular in recent years, the transition towards a CE system requires a change in consumers’ behaviour. However, there is still limited knowledge of consumers’ efforts in CE initiatives. The present paper aims to analyse and compare consumers’ behaviour towards circular approaches and compare the results on items like generation and demographics. 495 answers were collected through a questionnaire from 3 countries (Albania, Poland, and Portugal). Data collected was analysed mainly through a Crosstabs analysis to identify associations or different behaviours regarding nationality, gender, generation, education, and place of residence. From the paper’s findings, we can emphasise that residents of EU countries seem to be more aware of the concept of circular economy. However, price is still a very important factor for EU residents when it comes to deciding on a greener purchase. Albanians (non-EU residents) tend to take a more linear approach when it comes to purchasing a new product regardless of its cost. Regarding the Digital Product Passport, a tool proposed by the European Commission through its Circular Economy Action Plan, non-EU residents have a better understanding of the concept. This tool seems to be more relevant for Millennials and Generation X. Generation Z, i.e., the tech generation, does not show an overwhelming propensity for technological options, such as online buying and digital technologies for a greener society.