Adoption of circular economy: data-driven strategies based on empirical evidence from indian consumers

Adopting a circular economy requires an active engagement of enterprises, the government, and the consumers. However, the extant literature has limited evidence of government policies and enterprise initiatives’ impact on circular economy adoption. This study addresses this gap and develops a framework investigating the government and enterprises’ roles in adopting the circular economy. A total of 518 responses were obtained from Indian consumers. The data analysis was performed using structural equation modelling in SmartPLS. Our study’s findings indicate that the government, directly and indirectly, influences attitude towards the circular economy. In contrast, enterprises were found to be directly responsible for green purchase intention. Another finding indicates the lack of awareness among the consumers about the circular economy. Based on the findings, data-driven strategies for both policymakers and enterprises are outlined. Finally, the conclusion and opportunities for future research are presented.