Let’s Talk about Circular Economy: A Qualitative Exploration of Consumer Perceptions
Let’s Talk about Circular Economy: A Qualitative Exploration of Consumer Perceptions
复制标题
我们来谈谈循环经济：消费者认知的定性探索
作者：
S. Sijtsema;H. Snoek;M. A. D. Winter;H. Dagevos
消费者参与在循环经济中发挥着重要作用，这需要消费者发挥新的和更积极的作用。然而，消费者对CE的认识、兴趣和参与程度很低。因此，本研究旨在透过探讨消费者对行政长官的一般认知，以及一些实践案例，找出消费者参与行政长官宣传活动的出发点。在荷兰进行了四次焦点小组讨论（N = 24）。小组讨论表明，大多数消费者对“循环经济”一词没有明确的理解，尽管他们的联想指向了正确的方向。参与者对优势和劣势的看法、态度、动机和障碍各不相同，并与（1）产品的功能、（2）生产系统、（3）经济方面和（4）对风险的担忧等情绪有关。我们确定了四个关键信息：针对行为，态度和产品功能;与情感保持一致;与实际案例联系;在日常生活中应用多维CE相关行为并让消费者参与创新。这些关键信息有助于克服障碍和壁垒，提高认识，并为欧洲共同体的可持续消费和生产提供投入。
Consumer involvement plays a major role in the circular economy (CE), which requires a new and more active role of consumers. However, consumer awareness of and interest and involvement in the CE is low. Therefore, we aimed to find the starting points for consumer involvement in activities that promote a CE by exploring consumers’ general perceptions of the CE and several practice cases. Four focus group discussions were conducted (N = 24) in the Netherlands. The group discussions showed that most consumers did not have a clear understanding of the term “circular economy,” although their associations pointed in the right direction. Perceptions, attitudes, motives and barriers in terms of advantages and disadvantages varied among the participants and were related to (1) the functionalities of the products, (2) the production system, (3) economic aspects and (4) emotions such as concern about risks. We identified four key messages: targeting with regard to behaviours, attitudes and product functionalities; aligning with emotions; linking to practical cases; and applying multidimensional CE-related behaviour in everyday life and involving consumers in its innovation. These key messages are helpful in overcoming obstacles and barriers, raising awareness and providing input for sustainable consumption and production in the CE.