| Abstract |
Contrary to the linear production model, circular economy (CE) is designed to close loops changing waste to valuable resources. Among the core principles of CE are the preservation of products for longer periods of time, repossession and reuse and a transfer from possession to service provision. However, such principles delineate emerging CE models, implementing significant reformations in markets and requiring consumers to make quite brave decisions to change habits, tastes and ways of living and seeing the world. At the same time, there will be changes at macro-level such as in the structure of the cities, in the means of transport, in agricultural cultivations and in dietary changes among others that will impact the life of individuals as both citizens and consumers. Bearing in mind that these changes have already started taking place and expecting them to intensify in the immediate future, the main research question of the present study is if citizens-consumers are willing to adopt such changes in the name of the environment and the globe, and, if yes, how ready they are to respond to the emerging markets, products and services. Furthermore, it purports to detect the risks entailed in the implementation of the circular economy principles and the transition to new economic and social structures including potential rigidities, desires and concerns or potential signs of reaction. This paper will present the theoretical background, the research questions and the research methodology of the investigation. The primary research was contacted in Greece in late 2019. |