Fecha de publicación: 28/10/2024 Fuente: Journal of Sustainable Development Abstract
In pursuing sustainable circular economy (CE) lifestyles, consumers face consumption choices. This study aims to understand the willingness and commitment that drive consumers towards CE goods and services within the framework of the New Environmental Paradigm (NEP). Focusing on eco-friendly consumption, this study engaged 834 participants from Taiwan, aged 18–34, who demonstrated sufficient knowledge and perception of CE goods and services. Through clustering analysis based on the NEP, this study identified three distinct groups of cluster data that demonstrated good reliability and validity and verified the CE consumption intention model. This study found significant variations in personal green commitment, green nudging, and sustainable responsibility, all of which influence purchase intention, due to the differences in individuals’ environmental values. The NEP moderator revealed four significant paths in research models, offering valuable insights to individuals and CE product brand managers seeking to overcome challenges related to environmental values. These insights provide strategies that can promote CE consumption and foster positive environmental shifts.