The transition to a circular economy involves more than merely adjusting existing processes. Rather, it requires a fundamental rethinking of how we produce and consume. Considerations regarding durability, reparability, disassembly, material selection, and end-of-life solutions need to be incorporated into product development from the outset. Companies are challenged to develop new capabilities, deploy appropriate tools, and foster cross-functional collaboration. Only in this way can circular thinking become systematically embedded in development and production strategies.
Although the economic and ecological logic of the circular economy is compelling, its successful implementation largely depends on the trust of all stakeholders involved. The necessary transformation entails profound changes. Building trust is complex, spans multiple dimensions, and involves a wide range of actors. It requires a holistic strategy that identifies and deliberately addresses potential trust gaps throughout the entire network. A loss of trust in just one area can undermine confidence in the circular economy concept as a whole.
The underlying study investigated how trust can be built and maintained over the long term to reach a societal tipping point – where sustainability becomes the norm, actively demanded by consumers and perceived as an economically attractive business model.
Survey results show that consumers have significant reservations about the adoption of circular products – especially regarding quality, safety, and reliability. Personal items often raise hygiene concerns. Additionally, deeply rooted habits inherited from the linear consumption model have resulted in a considerable level of behavioural inertia.
Circular options are also sometimes perceived as expensive or impractical. Higher costs, in particular, are cited as a key barrier. The lack of suitable infrastructure further complicates implementation. Without complete and transparent information, it is difficult for consumers to make informed purchasing decisions or verify sustainability claims. A lack of trust in environmental statements is thus considered a major obstacle. Recognised labels, on the other hand, could strengthen trust in circular products.
According to the report, respondents’ preferences vary widely. Overall, there is a low degree of willingness to pay high prices for used clothing. In contrast, significant age-related differences emerge with respect to used technology. For example, the 18- to 24-year-old age group is more willing to pay more for used devices than the 55+ generation. Among those aged 65 and older, 80 per cent believe that used technology should be significantly cheaper.
Diverging views are also evident in terms of healthcare. Only one third of respondents said they would trust reused medical devices as much as new ones. Just 22 per cent “fully agreed” that recycled materials should be prioritised in this sector. Marked differences also appear regionally: agreement on this point was significantly higher in China and India, for example.
The circular economy receives more support in the food sector. About two thirds of respondents believe that circular practices and the reduction of food waste should be prioritised. The same applies to the use of recycled and recyclable packaging.
Across all categories, proof of quality and reliability is by far the most important criterion for instilling trust. Ensuring the performance of circular products and services is therefore essential. The widespread assumption that “used” or “recycled” equals inferior quality is a major obstacle. It must be demonstrated that the circular economy does not entail compromises in functionality, longevity, or user experience. Only if circular offerings meet or exceed customer expectations in terms of performance, durability, reliability, and overall quality will they achieve broad acceptance.
To achieve this goal, products must be designed from the beginning with durability and reusability in mind. For refurbished products, rigorous quality controls are essential. Comprehensive warranties can also help to build trust. Adherence to defined performance and quality criteria plays a central role in shifting consumer perceptions.
Furthermore, clear, complete, and easily accessible information must be provided about a product’s entire life cycle. In the future, digital product passports could play a key role in this respect. Technologies such as blockchain also offer opportunities to transparently track materials and transactions along the supply chain and prevent data manipulation.
Visible, recognised, and trustworthy certification labels can confirm quality and performance based on objective criteria. A unified language and binding behavioural standards are seen as prerequisites for scaling the circular economy. Harmonisation through standardisation fosters trust – by ensuring clarity, consistency, and comparability.
Circular offerings must demonstrate both financial and functional competitiveness. They should not only enable lower total operating costs or higher resource efficiency but also match – or ideally exceed – conventional products in terms of quality and reliability. It is also crucial that circular products align with consumers’ personal values and cultural norms. Circularity should not appear as an afterthought but be an integral part of a product’s identity and appeal from the design phase onward.
Equally important is the simple and intuitive use of circular offerings. Infrastructure must be designed to support returns, repairs, redistribution, or refurbishment in a way that meets users’ needs.
The results of the study show that consumers are generally motivated to participate in a circular economy model. Key drivers include the desire for positive environmental impacts and the goal of reducing costs. Financial incentives hold especially strong potential. Furthermore, there is a need to provide suitable infrastructure, align regulatory frameworks, and actively addressexisting negative consumer perceptions.
