Projektnamn:  The Role of Consumers Within a Circular
Economy Model

Projektledare:  Aylin Cakanlar, Assistant Professor of Marketing at Jönköping International
Business School. Wallander Research Fellow at Stockholm School of Economics.

Anslagsförvaltare: SIR (Stiftelsen Stockholm School of Economics Institute for Research)

Beviljat anslag: 367 363kr

Löptid: 2023-12-01 till 2024-12-01

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Sammanfattning av projektet: 

The global economic system has predominantly adhered to a linear model. In this
paradigm, raw materials have been perceived as abundant, harvested without due
consideration for their environmental impact, and subsequently transformed into goods
that are utilized until they are ultimately discarded as waste. This linear approach is a
primary contributor to the ongoing environmental crisis. An alternative and more
sustainable paradigm is the concept of a circular economy. In a circular economy, a
’closed-loop’ system has become increasingly common, where products are reintegrated
into the production cycle after their initial use. This reintegration occurs through various
methods, such as recycling, donations, resale, refurbishing, and reuse. Within the
marketplace, an increasing number of brands are embracing these circular economy
practices. These practices encompass the creation of secondary markets for their
products, innovative upcycling initiatives, and active participation in the sharing
economy. This project aims to explore how brands’ endorsement of circular economy
practices influences consumers’ attitude towards the brands and their engagement in
sustainable behaviors.


First, this project will investigate how brands’ efforts in upcycling, which prioritize
responsible reuse, influence consumers’ attitudes towards these brands. Subsequently, the
research will delve into the effects of various marketing communication strategies on
consumers’ adoption of secondhand products. Notably, retailers employ diverse labels for
secondhand items (e.g., preloved). Surprisingly, prior research has not yet examined how
these distinct labels influence consumers’ purchasing decisions when it comes to
secondhand products. Lastly, the project will turn its attention to a range of factors
designed to foster participation in the sharing economy.