Exploring Consumer Perceptions and Adoption of Circular Products in India: A Study on Barriers and Opportunities

Circular products are products that are created with the idea that they can be used, reused, and recycled, reducing waste and minimizing harm to our planet. As concerns about climate change and environmental degradation grow, the circular economy offers a promising solution by encouraging practices that reduce waste, extend product life, and promote sustainability. In India, a country of diverse cultures and rapid economic growth, the shift towards circular products has the potential to make a significant environmental impact. This research focuses on understanding how Indian consumers perceive and engage with circular products, exploring the factors that influence their willingness to adopt these sustainable alternatives. The study aims to uncover the motivations, challenges, and benefits perceived by people when it comes to circular products. It will look at how price, quality, and environmental concerns shape purchasing decisions and explore the role of education, government policies, and corporate efforts in encouraging this shift. The goal is to gain a deeper understanding of the barriers and opportunities that exist, ultimately helping businesses and policymakers design strategies that make circular products more accessible and attractive to Indian consumers. This research aims to contribute to the broader movement towards sustainability by supporting a transition to a more responsible consumer culture in India. This research study surveyed 100 individuals employing a hybrid methodology that integrated quantitative and qualitative analyses. Primary data was gathered through a self-administered questionnaire, whereas secondary data was sourced from existing publications, including journals, social media network and websites.