Understanding Pro-Circular Consumer Behaviours: Insights from a Systematic Review

As the circular economy (CE) gains traction as a sustainable alternative to linear production and consumption, understanding consumer behaviour becomes increasingly vital. Consumers participate in circularity not only through recycling but also by adopting behaviours such as repairing, sharing, refusing, and reusing. This chapter presents a systematic review of 339 empirical studies on pro-circular consumer behaviours, identifying four key behavioural categories across the product lifecycle: reduction of consumption and waste, green acquisition, product care and lifetime extension, and end-of-life management. The analysis highlights the dominant theoretical models used to explain behaviour and the main constructs and tools used to measure them. Special attention is given to the tertiary sector, where consumer circularity in services and tourism remains significantly understudied despite high potential. Findings reveal a need for more integrated models that account for the role of context, infrastructure, and experience in shaping behaviour. The chapter concludes by identifying research gaps and proposing sector-specific directions to support more effective engagement of consumers in the CE transition.