Investigating Circular Behavior Adoption across Gen Z: The Role of Perceived Value and Environmental Consciousness

This research explores Gen Z consumers in the context of the circular economy (Ce). Building on generational cohort theory (Gct), the study investigates to what extent Gen Z perceptions of circular products (Cps) and the level of their environmental consciousness influence their propensity to adopt circular behaviors. Primary data from 130 respondents through a structured web survey were collected across the main social media platforms. A factor analysis identifying the main Ce-related loops (i.e. slowing, dematerializing, intensifying) along with an Ols model was performed. The results exhibit a positive relationship between Gen Z perceptions of Cps and the slowing and intensifying loops, while environmental consciousness is positively related to dematerializing and slowing loops. The study suggests valuable insights for both managers and scholars operating in the Ce domain