CUSTOMER ADOPTION TOWARDS CIRCULAR BUSINESS MODELS

Kremer, Julia, J.B. (2022) CUSTOMER ADOPTION TOWARDS CIRCULAR BUSINESS MODELS. Master thesis, Sustainable Entrepreneurship (SE).

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Abstract

Currently, the consumption of resources and waste production within the furniture sector cause a problem which underlines the relevance of circular business models (CBM) offering a viable way to address those problems. For the implementation of CBM it is important to understand the role of the customer. Therefore, this study investigates the CBM of the start- up Circular Furniture in the City of Leeuwarden with the aim to identify which individual determinants foster their customer adoption. The research framework bases on the ethical purchase behaviour by Mostaghel and Chirumalla (2021) adapted to the given case. To answer the research question primary data from 177 students is collected and analysed. Hereby, the aspects willingness to pay premium, general environmental awareness, functional value, and international origin are found to have a positive, significant influence on the intention to adopt CBM. Therefore, a higher willingness to pay, being more environmentally conscious, perceiving a functional value in the system and coming from abroad result in a higher intention and later higher adoption of the Circular Furniture business model. Thus, it is recommended to the start-up to focus on those determinants in its communication and educate customers on the negative ecological impact of the furniture industry.

Item Type:	Thesis (Master)
Name supervisor:	Rotulo, A.
Date Deposited:	09 Sep 2022 10:11
Last Modified:	09 Sep 2022 10:11
URI:	https://campus-fryslan.studenttheses.ub.rug.nl/id/eprint/197

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