Customer Attitudes Toward Circular Economy in the E-Waste Context: A Survey Assessing Sustainable Consumption Dynamics

Waste from electrical and electronic equipment (WEEE) is a relevant concern in Europe. Even if relevant improvements have been made in terms of material recovery technologies and policy measures, there remains a significant gap between the amount of WEEE generated versus collected in the EU. This study is based on an online survey whose aim was to assess the attitude of students (i.e., individuals who dispose with a higher frequency electronic product) to buy/substitute three iconic product types (i.e., smartphones, notebooks, televisions), and their openness toward circular practices (i.e., recycling, reconditioning, reuse). Results have shown that: a) new products represent the greatest market share, b) reliability and quality were the most significant factors influencing the purchase decision in all product types, and c) circular premium was not recognized by students for any product type. From a social perspective, a responsible consumption pattern emerged, though a sustainability bias was evident with respect to products' residual value. From an economic perspective, these findings may inform companies about the orientation of young consumers and provide key insights for new business strategies. Results suggest that a proper waste management strategy also requires a behavioral change of people who should adopt it. © 1973-2011 IEEE.