Circular economy engagement: Altruism, status, and cultural orientation as drivers for sustainable consumption

The Circular Economy (CE) is posited as a solution to the rise of environmental impact with economic prosperity by introducing alternative systems of production, consumption, and disposal. Although circular economy has received recent attention, CE engagement is still underdeveloped, suggesting the need for data-driven information supporting its drivers to achieve a higher level of implementation. Thus, we developed a conceptual model for understanding the antecedents of CE engagement and green buying, exploring the effects that need for social status, pure and competitive altruism play as drivers of those. The model was empirically tested it using partial least squares structural equation modeling. Our substantive findings indicate that pure altruism is the main motivation driving CE engagement and green buying, while competitive altruism and need for social status, did not reach significance. However, we noted that both types of altruism moderate the effect of the need for social in green buying behavior. Additionally, we found that CE engagement is a significant driver of green buying. Overall, we were able to explain 20% of the variation in CE engagement, and 52% in green buying behavior. By combining identity goals and consumer's motivation for engaging in CE, we contribute with knowledge for the elaboration of strategies and public policies for enhancing and stimulating circular economy acceptance from a consumer's perspective.