Summary
This cross-national survey examined consumer knowledge and behaviour regarding circular economy principles across Albania, Poland, and Portugal (n=495), using questionnaire data stratified by demographic and generational variables. The study found that EU residents demonstrated greater awareness of circular economy concepts but remained price-sensitive in purchasing decisions, whilst non-EU residents (Albanians) adopted more linear purchasing approaches. Notably, the Digital Product Passport was better understood by non-EU respondents and resonated more with Millennials and Generation X, whilst Generation Z showed limited enthusiasm for technological solutions despite their digital-native status.
UK applicability
The findings regarding EU resident awareness and price sensitivity in greener purchasing decisions are potentially transferable to UK consumers, particularly post-Brexit contextualisation. However, the study does not directly assess UK consumer behaviour, limiting direct applicability; replication within UK populations would be required to inform domestic circular economy policy and marketing strategies.
Key measures
Questionnaire responses (n=495) analysed by nationality, gender, generation, education, and place of residence using Crosstabs analysis; awareness of circular economy concept; purchasing behaviour; understanding of Digital Product Passport
Outcomes reported
The study measured consumer awareness, understanding, and purchasing behaviour related to circular economy principles across three countries using demographic and generational segmentation. Key findings included differential awareness between EU and non-EU residents, the influence of price on purchasing decisions, and varying receptiveness to digital tools like the Digital Product Passport across age cohorts.
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