Altruism and culture as drivers for circular economy engagement

Abstract

Circular Economy (CE) is posited as a solution to the rise of environmental impact with economic prosperity by introducing alternative systems of production, consumption and disposal. The recent attention that this holistic framework has been gaining on government implementation policies and businesses structures is due to a significant amount of successful projects already implemented around the world and data driven information supporting CE practices as effective and attainable on a global scale. Consumer engagement is considered one of the key challenges that Circular Economy has been facing to achieve a higher level of implementation. To understand consumer’s motivations, to adopt distinct forms of consumption not only on the purchase phase but also on using and discarding products is the central objective of this research. The present work aims to consider previous studies of culture, altruism and need for social status as dimensions that were proved to predict, motivate and supports consumer’s action towards sustainability; understanding cultural orientation effects on altruism (pure and competitive) and need for social status, proposing a match between pure altruism and circular economy engagement. The findings indicate that people with horizontal collectivism cultural orientation will be motivated by pure altruism and individuals with vertical individualism cultural orientation will be motivated by competitive altruism. Furthermore, that pure altruism motivation will drive circular economy engagement. By combining identity goals and consumer’s motivation for engaging in a circular economy we contribute with knowledge for the elaboration of strategies and public policies for enhancing and stimulating circular economy acceptance on a consumer’s perspective.