Meeting Halfway - Understanding Circular Behaviours among Households as a Starting Point for Business Practices
Purpose: The main aim of the article is to identify the households’ behaviours that can be described as ‘circular’, as well as, the analysis of the possible facilitation of their implementation through the specific product and service offers prepared by the companies. Design/Methodology/Approach: The article consists a systematic literature review (1), the analysis of data (2) from Authors’ own research, which were conducted among citizens of two Polish regions (south part of Poland): Małopolska and Podkarpacie with using a questionnaire (N=400), as well as desk research analysis of practical examples come from business (3). Findings: The results show that the circular behaviours could be described by a few most important behaviours undertaken by the households’ members in everyday life. Surveyed people differed each other in the circular behaviours regarding the field of sex, age, place of residence, level of education, household personal composition an material status. The results analysis among business entities show that producer and consumer should cooperate in whole product’s life cycle, not only during the sales transaction. Practical Implications: Research allowed to identify crucial behaviours that help implement circular economy concept into the practice in households as well as allowed to form the recommendations for business. The research among households could be replicable for other groups/communities/countries. Originality/value: The originality of the research consists of using of the methodology and questionnaire prepared by one of the Author for the first time in this field. The questionnaire join 9R’s circularity concept (normally used in circularity assessments in business companies) with typically households behaviours. The added value of the research is elaboration of the main circular factors (with key behaviours) that can describe circularity in the best way and allows to propose appropriate products and services by the business side.