Beyond green products: how Gen Z value and is willing to buy circular products

This research investigates consumer behaviors in the circular products (CP) context by testing the relationship between consumer perceived value towards CPs and their willingness to buy (WtB) CP, including the moderation of consumer environmental consciousness. In addition, the study explores the role of consumer age on their WtB CP. Building on generational cohort theory (GCT) our results show a positive relation between consumer perceived value for CP and WtB CP, finding a negative moderation effect of consumer environmental consciousness. Consumer age is negatively related to WtB CP thus confirming the relevance of circular economy values for young consumers (i.e. Generation Z). The study suggests valuable insights for both managers and scholars operating in the CE domain.