Applying the concept of circular economy — Using the cultural difference of European consumers as an example

A circular economy aims to decouple economic growth from the use of virgin resources by using them more efficiently through the transition to a more sustainable production and consumption pattern that involves enterprises and all stakeholders. The innovative business models of the circular economy facilitate a change in consumer attitudes from the throw-away mentality of the traditional `take-make-dispose' linear economy toward a circular one. Consumption behavior of consumers in the circular economic system plays an important role in mitigating environmental degradation and resource depletion, driving economic opportunities globally, promoting local job creation and engender energy independence. However, the shift to the new economic model requires the collaboration of all stakeholders. Humankind has exploited the earth' natural resources with our relentless demands on the ecosystem, which now exceeds nature's regenerative capacity. This paper explores the consumer attitudes and behaviors toward the notion of the circular economy through the implementation of different innovative business models in different parts of Europe. The results demonstrate that the design of the circular business model should take into account the difference in consumption behaviors of different cultures to increase consumers' acceptance of the concept of circular economy and subsequently enhance resource efficiency to achieve the possible goal of sustainable development.