Abstract:
Aim: The purpose of this paper is to analyze the "Value-Action Gap" in the context of the Circular Economy (CE). While European consumers increasingly express concern for environmental sustainability, their purchasing behavior often remains linear. The aim is to identify the specific structural and behavioral barriers that prevent consumers from adopting circular behaviors and to propose managerial strategies to overcome them. Design / Research methods: This article employs a conceptual review methodology, synthesizing literature from behavioral economics, consumer psychology, and green marketing. It applies the "Attitude-Behavior Gap" theoretical framework to the specific context of circular business models. Conclusions / findings: The analysis reveals that the primary obstacles to circular consumption are not educational, but structural. Consumers face a "trust deficit" regarding used goods, economic disincentives due to the low cost of new linear products, and cognitive fatigue associated with behavioral change. Originality / value of the article: This paper shifts the focus from "educating the consumer" to "redesigning the value proposition." It provides a novel framework for managers to use Product-as-a-Service (PaaS) and behavioral nudges to align circular behaviors with consumer convenience. Implications: Managers must stop relying on "green guilt" marketing and instead compete on convenience and risk reduction. Policymakers must support standardization in secondary markets to build trust.
