Slowing the loop: repair as a supply chain service or obligation?

Central to the circular economy paradigm, repair represents a key strategy for delaying resource extraction and waste generation by “slowing” material flows and extending product lifecycles. This research investigates how firms can strategically design and communicate repair initiatives to encourage consumers to choose repair service over replacement. Drawing on Attribution Theory, we propose that internally driven repair strategies embedded in the supply chain configuration as a customer service are more effective in fostering consumer engagement than those positioned as compliance-driven responses to external pressures. This effect is expected to be particularly pronounced when repair services are delivered in-house, as internal service provision strengthens perceptions of service quality. Using a series of scenario-based experiments, this study contributes to the literature on circular supply chain management and the slowing loop debate, while also advancing research in service management. In doing so, it offers actionable managerial insights on how to structure and position repair initiatives to support circular economy objectives and consumer involvement.