These factors include corporate moral responsibility towards CE, transparency, promotion, and
environmental reputation, etc. (Ki Park & Ha-Brookshire, 2020).
Trends such as increased consumption patterns and consumer segments, the rise of new
technological advancements, etc. have accelerated the transition towards a circular economy
(Antikainen and Valkokari, 2016).
Research has documented several factors as drivers of consumers’ acceptance of circular
products (). These include positive brand image and safety, personal characteristics of the
consumers, social aspects, information seeking, environmental concern and knowledge, moral
responsibility, benefits, knowledge, and understanding, and psychological factors (CalvoPorral & Levy-Mangin, 2020; Testa et al., 2020). At the same time, retailers' related factors

Circularity as a solution belief relates to consumers tendency towards believing in
circularity as solution to the linear model.

Environmental awareness refers to individuals' worries about pollution and the
degradation of natural resources (Trivedi et al., 2018).
Consumer moral responsibility towards circularity relates to how people believe that
it is their moral duty to protect the environment. The more positively they evaluate
green products, such as items made of eco-friendly production or items with green
labeling (Ki et al., 2020),



Attitude toward retailers practicing circularity relates to consumers’ attitude towards
retailers that practice circularity.
Purchase intention relates to consumers’ intention to purchase CE products.
2. Retailer-related factors




"Brand nature experience" means the consumers’ perceptions of the connection of
business with nature.
“Perceived brand/firm ethicality refers
Trust refers to
Corporate moral responsibility toward circularity refers to the stance of a company
toward sustainability-related issues matching their actions (Castaldo, Perrini, Misani,
and Tencati, 2009).

Circularity advertising refers to out-of-store advertising using appeals and messages
to influence consumers' attitudes and purchase intentions for CE products (Su et al.,
2021).
3.



Moderating factors
Perceived quality
Price
Environment impact
4. Demographic factors

Age, Gender, Education, IncomeThe conceptual framework of this study is as follows
(See Fig 1.0).