Objective: This study aims to understand how circular business models can effectively influence consumer behavior towards sustainability, using the COM-B model (Capability, Opportunity, Motivation - Behavior) as an analytical framework. The central objective is to demonstrate that the integration of circular practices not only reduces environmental impacts but also redefines the consumer's role as an active agent in the regenerative economy.
Objetivo: Este estudo visa compreender como modelos de negócios circulares podem efetivamente influenciar o
Objetivo: Este estudio tiene como objetivo comprender cómo los modelos de negocios circulares pueden influir efectivamente en el comportamiento de los consumidores hacia la sostenibilidad, utilizando el modelo COM-B (Capacidad, Oportunidad, Motivación - Comportamiento) como marco analítico. El objetivo central es demostrar que la integración de prácticas circulares no solo reduce los impactos ambientales, sino que también redefine el papel del consumidor como un agente activo en la economia regenerativa.
1 INTRODUCTION
Contemporary times face complex and interconnected global challenges that reflect unsustainable systems of production and consumption. Climate change, accelerated loss of biodiversity, growing social inequalities, and resource scarcity are not isolated crises, but symptoms of a linear economic model that operates under the logic of "extract-producedispose." Despite the historical efficiency of this paradigm in promoting economic growth, it has proven incapable of meeting the urgent demands for sustainability and social justice. Responding to these challenges requires structural changes that transcend incremental improvements in both the supply and demand for goods and services, promoting practices that respect the ecological and social limits of the planet ( Sijtsema et al., 2020; Liideke-Freund et al., 2019).
The transition to the circular economy emerges as a robust response, but one that requires profound systemic transformations. This new paradigm transcends technical or economic restructuring and demands the redefinition of relationships between governments, companies, and consumers, with a view to balancing economic viability and environmental sustainability. More than a concept, the circular economy represents an integrated vision, where regenerative design and the extension of the product life cycle are fundamental pillars ( Suchek et al., 2021). However, the success of this transition depends on the articulation of assertive public policies and collaborations that minimize social inequalities, preventing costs from being disproportionately borne by vulnerable groups, while maximizing shared benefits (Oliveira et al., 2022).
Despite the transformative potential, the transition to circular models is not without its challenges. Pressures for sustainability-driven innovations demand more than technological solutions: they require a philosophical reconceptualization of business models, with a focus on eco-efficiency and socio-environmental responsibility ( Heikkurinen et al., 2019). This dilemma involves reconciling economic interests and the growing demand for responsible practices, challenging the limits of traditional capitalism and the resilience of existing social and economic infrastructures. For example, Perkhach (2024) emphasizes the role of public policies in aligning economic and social incentives to promote pro-circular behaviors.
In this context, circular business models emerge as key players in transforming consumption patterns. These models go beyond simply mitigating environmental impacts; they redefine economic and social interactions, repositioning the consumer as an active agent of change. Examples such as reuse, sharing, and service-based economy practices illustrate the potential of these models to change the status quo. However, implementing large-scale changes still faces cultural and institutional resistance, which requires integrated strategies and systematic interventions ( Tunn et al., 2021).
Sustainable behaviors are a key element in this transition, requiring consumers not only to adopt new habits but also to actively participate in redefining the economic system. The COM-B (Capability, Opportunity, Motivation - Behavior) model, proposed by West and Michie (2020), offers a valuable analytical framework for identifying behavioral barriers and levers. Recent research, such as that by Wendlandt (2022), reinforces the applicability of COMB B explore how interventions can catalyze behavioral changes towards the circular economy.
Thus, this theoretical study, based on the COM-B model, aims to contribute to the understanding of the interactions between circular business models and sustainable consumption behaviors. By integrating behavioral and strategic dimensions, the work not only maps the challenges and opportunities of the transition to the circular economy, but also proposes a practical and holistic framework. Ultimately, it seeks to foster strategies that combine innovation, sustainability and social justice, responding in an integrated manner to the global demands for ecological regeneration and socio-environmental responsibility.
2 CIRCULAR BUSINESS MODELS AND CONSUMER BEHAVIOR
The circular economy is consolidating itself as a transformative paradigm, challenging the logic of the linear economic model by proposing regenerative systems that transcend economic value and incorporate principles of collective responsibility and sustainability. More than an incremental alternative, the circular economy reimagines production processes, offering solutions that balance economic prosperity with environmental regeneration (Wang et al., 2019; Bocken et al., 2013). In this scenario, circular business models emerge as strategic tools to enable the transition, by transforming linear practices into solutions that promote the closed cycle of resources, waste reduction, and active consumer engagement ( Hobson & Lynch, 2016).
By definition, business models structure competitive strategies, ranging from product design to the generation of economic value ( Teece , 2010). However, their importance goes beyond organizational efficiency. They have the potential to reconfigure entire production chains, directly altering consumption patterns and social behaviors. By redefining the proposal, creation, and capture of value, according to Osterwalder and Pigneur (2010), circular models open space for new opportunities for innovation and collaboration between stakeholders. Despite historically being based on a linear logic, business models now face increasing pressure to adopt alternative trajectories that integrate sustainability and social innovation ( Sijtsema et al., 2020; Rubiconto et al., 2023).
Although significant advances have been made, the field of circular business models still lacks greater theoretical and practical maturity. Recent studies, such as those by Fraccascia et al. (2021) and Wendlandt (2022), highlight both progress in the taxonomy and typology of these models and critical gaps. In particular, the need for integration between business innovation and consumer behavioral changes is observed, which is essential to overcome technical, cultural and economic barriers. These gaps demonstrate that the success of circular models depends on a systemic approach, capable of engaging consumers as active agents in the transformation of economic and social patterns ( Tura et al., 2019).
The implementation of circular models offers unique challenges and opportunities. Recent studies show that these models not only provide competitive advantages, but also play an essential role in consumer education, promoting more conscious choices aligned with sustainability principles ( Bocken & Ritala , 2021). However, overcoming cultural and institutional resistance is essential for all stakeholders to actively participate in this transformation (De Jesus & Mendonca, 2018; Hoang et al., 2023).
Promising approaches include open and closed innovation strategies. While open innovation fosters collaboration between companies, communities, and consumers, creating shared value in markets such as second-hand products ( Appleyard & Chesbrough , 2007), closed innovation prioritizes internal efficiency through initiatives such as take-back and recycling programs ( Bocken & Ritala , 2021). Both strategies demonstrate that circularity goes beyond technical improvements, involving the creation of trust and engagement with consumers.
Adopting a circular approach requires consumers to stop being passive actors and assume a central role in the economic cycle. Models such as product life cycle extension, collaborative consumption, and access instead of ownership illustrate this transformation ( Edbring et al., 2016 ). To achieve this, not only clear information is needed, but also incentives that reduce economic and cultural barriers, fostering a mindset more aligned with circular principles ( Testa et al., 2020 ). Studies such as that of Nguyen (2024) highlight the role of new generations in promoting circular practices, highlighting the importance of approaches that combine motivational and structural factors.
However, there are still significant gaps in understanding how specific attributes - such as values, motivations and capabilities - shape sustainable choices. Lorek and Fuchs (2013) point out that the lack of clarity on these aspects hinders the full integration of circular models into the market. In this sense, business strategies that combine eco-efficiency and sufficiency, as advocated by Bocken and Short (2016), are crucial to redefining consumption patterns and enabling more sustainable lifestyles.
This theoretical essay, based on the COM-B (Capability, Opportunity, Motivation - Behavior) model, seeks to explore the intersections between circular business models and consumer behavior. COM-B provides a powerful analytical lens to identify behavioral barriers and levers, allowing companies to design more effective interventions (West & Michie , 2020). Recent work, such as that by Perkhach (2024) and Rubiconto et al. (2023), reinforces the importance of integrating behavioral insights into the design of circular models, expanding their effectiveness and reach.
Thus, the application of COM-B as a theoretical framework not only deepens the understanding of the dynamics between business innovation and consumer behavior, but also offers a solid basis for the formulation of practical strategies that promote significant changes towards sustainability.
3 PROPOSED FRAMEWORK BASED ON THE COM-B MODEL
This study seeks to understand how circular business models can catalyze significant changes in consumer behavior, promoting the transition to more sustainable practices. To this end, the COM-B (Capability, Opportunity, Motivation - Behavior) model is adopted, an analytical framework proposed by Michie et al. (2011) and improved by West and Michie (2020), which allows identifying barriers and outlining strategic interventions aimed at behavioral transformation.
The COM-B model is based on the principle that human behavior results from the dynamic interaction between three fundamental variables: capability , which comprises the physical and psychological factors necessary for an action; opportunity , represented by the external and social conditions that can facilitate or restrict behavior; and motivation , which encompasses mental processes, conscious or unconscious, that encourage an action. By articulating these components, COM-B establishes itself as a robust framework for identifying barriers and proposing solutions in areas such as health, education and sustainability, and is especially relevant for fostering environmentally responsible behavior.
In the context of circular business models, COM-B reveals that effective behavioral change requires a balance between capability, opportunity and motivation. When applied strategically, these elements enable companies to transform both the offering of products and services and the way consumers perceive and use them. For example, practices such as sharing, products as a service and life cycle extension are highlighted as particularly effective in driving changes in consumer habits, promoting reuse, repairability and recycling ( Lüdeke-Freund et al., 2019).
The sharing economy is a growing field within this context, with practices such as renting, lending and collaborative services offering viable alternatives to reduce the exploitation of natural resources and extend the useful life of products ( Frenken , 2017). Furthermore, initiatives that promote co-production between companies and consumers encourage active public participation, strengthening the perception of belonging and collective responsibility ( Bengtsson et al., 2018).
However, the desired transformation cannot be achieved without the active involvement of companies. Through educational initiatives and transparent information, such as eco-labeling and awareness campaigns, organizations have the power to overcome cultural and behavioral barriers, fostering more sustainable choices ( Hobson & Lynch, 2016; Wendlandt , 2022). This approach is amplified by public policies that provide economic and institutional incentives for circular practices, creating an environment conducive to systemic change (Oliveira et al., 2022).
The framework proposed in this study, based on the COM-B model, allows mapping the interactions between capability, opportunity and motivation in a systematic way, promoting convergence between business practices and sustainable behaviors. As illustrated in Figure 1, the framework highlights how specific interventions in each component can be adjusted to maximize consumer engagement with circular business models.
These interventions include:
1. Capacity: Developing skills and providing clear information that empowers consumers to adopt circular practices, such as reusing and repairing products.
2. Opportunity: Creation of favorable external conditions, such as access to rental services and product return systems, as well as tax incentives for sustainable practices.
3. Motivation: Use of messages that resonate with consumer values, encouraging conscious choices aligned with sustainability principles ( Deci et al., 2017).
Motivation, in particular, emerges as a key element in the transition to circular practices. It 1s influenced by both internal factors, such as personal values and identities, and external stimuli, such as financial rewards or tax incentives ( Edbring et al., 2016 ; Elf et al., 2022 ). In this sense, strategies that combine emotional appeal and tangible benefits are more likely to engage consumers and promote lasting behavioral changes.
Furthermore, informational transparency plays a crucial role in this process. By providing accessible data on the environmental impact of products and services, companies empower consumers to make informed decisions, aligning their choices with the principles of the circular economy ( Hobson 8 Lynch, 2016). However, the effectiveness of these actions depends on coordinated efforts between governments, companies and civil society, aiming at systemic changes throughout the production and consumption chain ( Whalen , 2019).
Finally, this study highlights that the relationship between circular business models and consumer behavior constitutes a dynamic cycle of mutual influence, which can be enhanced by integrated and collaborative strategies. The framework based on the COM-B model not only deepens the understanding of these interactions, but also offers a practical guide for formulating effective interventions. In this way, the transition to sustainable consumption practices ceases to be a mere aspiration and becomes an urgent necessity in the face of global demands for ecological regeneration and social justice.
3.1 DISCUSSION
The transition to circular business models profoundly questions ingrained production and consumption patterns, going beyond the mere implementation of innovative practices. It involves a structural reformulation that challenges the linear model of "extract, produce, discard" by bringing the relationship between sustainability, production and consumption to the center of the debate. According to Bocken et al. (2013), adopting circular models represents both an opportunity and a necessity to mitigate environmental impacts and discover new ways of creating value.
Figure 2 highlights the importance of understanding the behavioral factors that influence consumers' adherence to circular practices. The active role of consumers is crucial: they not only consume goods and services, but also co-create and fuel a regenerative economic cycle - whether through sharing, reusing or choosing products as a service ( Tunn et al., 2019). This change requires, however, more than access to sustainable products: it presupposes a cultural and behavioral transformation that enables society to recognize and value actions that promote environmental well-being.
The ability to identify and opt for circular offerings is a decisive element in consumer decision-making. Products with the potential for reuse, reparability and recycling are options that not only reduce waste but also offer opportunities for more active and conscious consumption ( Lindahl et al., 2014). This informed perception depends on clear and reliable communication throughout the product life cycle. Testa et al. (2020) point out that transparency about environmental impacts serves as a driver for more sustainable choices, increasing consumer engagement in actions with a lower ecological impact.
At the same time, individual attitudes, values, and beliefs greatly shape the predisposition towards sustainable practices. Ali et al. (2022) demonstrate that people with a strong sense of environmental responsibility tend to favor circular options, while skepticism or indifference can act as obstacles. The motivation to act sustainably is reinforced when there is trust in companies and brands that endorse circular practices ( Wojcik-Karpacz et al., 2023), forming a long-term bond based on mutual responsibility and commitment to sustainability.
Consumer engagement also emerges as a fundamental pillar. Companies that encourage dialogue and active public participation in their sustainability strategies increase awareness and foster behavioral changes. According to Barber (2007) and Edbring et al. (2016), this type of engagement acts as a practical educational pathway, in which consumers become coprotagonists of the transformation of habits in their communities.
The expansion in the availability of sustainable products also intensifies this process of change. In markets with a wide range of ecological alternatives, consumers and companies are encouraged to adopt new standards (Camacho-Otero et al., 2019). Nevertheless, as Oliveira et al. (2022) show, the transition requires continued support, such as tax incentives and public regulations that reduce cost barriers for environmentally superior products.
By reconfiguring the way goods are produced and consumed, circular business models create real conditions for inserting the consumer into more efficient and regenerative systems. Wang et al. (2019) emphasize that these approaches consider innovation, efficiency and environmental responsibility in a unified manner. Holistic strategies that interconnect sustainable design, responsible business practices and educational programs can therefore strengthen the path towards an inclusive and robust circular economy ( Tura et al., 2019).
Innovation appears as a driving force in this journey towards sustainable consumption. Advances in product design, packaging and logistics, as McDonough and Braungart (2010) emphasize, can redefine patterns of use and disposal, making sustainability not only viable but also attractive to a public increasingly concerned with socio-environmental issues. Disruptive innovations, integrated with policies and strategic partnerships, have the capacity to revolutionize entire sectors, consolidating sustainability as an intrinsic part of the act of consumption.
The dimensions of the COM-B model effectively encapsulate the dynamic interplay between capability, motivation and opportunity, highlighting how these factors can directly influence sustainable consumption behavior. Capability refers to the knowledge and skills consumers need to adopt circular practices, while motivation encompasses internal factors such as personal values and beliefs, and external drivers such as economic and social incentives. Opportunity, on the other hand, is shaped by external conditions such as accessible infrastructure and supportive regulations that can facilitate or hinder the adoption of sustainable practices. By integrating these dimensions, the COM-B model provides a robust theoretical basis for understanding the complex dynamics between the circular economy and consumer behavior.
Recent studies reinforce the relevance of this framework by highlighting how interventions targeting each of these dimensions can promote significant changes. Perkhach (2024) demonstrates that public policies that offer financial incentives and create favorable social conditions are essential to expand opportunities and reduce barriers to the adoption of circular practices. Similarly, Wendlandt (2022) shows that environmental education and the intuitive design of sustainable products can significantly increase consumers' capacity, allowing them to make more informed and conscious choices.
The application of the COM-B model to circular business models transcends theoretical analysis, serving as a practical guide for initiatives that promote environmentally responsible behaviors. For example, Rubiconto et al. (2023) explore how urban sharing systems, combined with educational campaigns, can restructure consumption patterns, while Chad (2023) highlights that financial rewards and incentives increase consumers" intrinsic and extrinsic motivation to participate in circular practices. These insights reinforce the need for an integrated and conscious approach that connects individual actions to a broader context of systemic sustainability.
Furthermore, the interconnection between circular business models and consumer behavior is amplified by technological innovations. Advances in reverse logistics, durable product design, and eco-labeling have the potential to transform the opportunities perceived by consumers, making circular practices more accessible and attractive. Studies such as that of Ford (2024) highlight that narratives focused on well-being and health can also reinforce motivation, aligning consumers' personal values with sustainable practices.
However, the effective implementation of these models depends on broad collaboration between companies, governments and consumers. Public policies, such as subsidies for green products and regulations that penalize linear practices, play an essential role in creating an enabling environment for the circular economy ( Nguyen et al., 2024). At the same time, companies must invest in strategies that promote transparency and active engagement, building consumer trust and encouraging their participation in regenerative economic cycles.
Finally, the transition to sustainable consumption is not only a viable alternative, but an imperative in the face of the environmental and social challenges of the 21st century. As argued by Oliveira et al. (2022), the consolidation of circular practices requires a continuous and integrated effort, capable of addressing both cultural and economic barriers and technological and political opportunities. The framework based on the COM-B model provides the theoretical and practical foundation for this transformation, guiding initiatives that connect business innovation, assertive public policies and conscious behaviors, paving the way for a more sustainable and equitable future.
4 FINAL CONSIDERATIONS
This study investigated the potential of circular business models as catalysts for sustainable behaviors, proposing a framework based on the COM-B model to map the critical factors that influence this transition. By articulating capabilities , opportunities , and motivations , the framework offers a practical and theoretical basis for understanding how consumers can adopt practices aligned with the circular economy. This model not only systematizes the fundamental elements for behavioral transformation, but also provides strategic guidance for companies and policymakers.
Consumers have been recognized as having a central role in enabling circular systems. In order to discern and adopt sustainable offerings, consumers need access to clear and reliable information, such as eco-labeling and product life cycle data. In addition, financial incentives and business strategies that prioritize sustainability are crucial to overcoming economic and cultural barriers. Recent studies, such as those by Wendlandt (2022) and Rubiconto et al. (2023), reinforce the need for accessible infrastructure and awareness campaigns that align individual values with circular practices. Trust in companies that demonstrate a genuine commitment to sustainability emerges as an indispensable element in strengthening the relationship between consumers and businesses.
The contributions of this study include the identification of barriers and opportunities that shape consumer behavior towards circular practices. In addition, the work proposes strategies that increase consumer adherence to sustainable business models, highlighting how the integration of public policies, technological innovation and environmental education can catalyze large-scale behavioral changes. However, some limitations were identified. The predominantly theoretical approach restricts the immediate practical applicability of the proposals, while the lack of empirical analyses limits the validation of the framework in specific contexts. The impact of cultural and regional factors on consumer behavior also deserves greater attention, given that circular practices often interact with social values and local traditions.
For future research, empirical studies are suggested to test the proposed framework in different cultural, economic, and social contexts. Investigations into the impact of specific public policies, such as subsidies for circular products and regulations that penalize linear practices, could enrich the understanding of how to accelerate the transition to the circular economy. Longitudinal studies, which analyze the sustainability of behavioral changes over time, are also recommended to assess the effectiveness of interventions and strategies in the medium and long term. Furthermore, exploring how digitalization and emerging technologies, such as blockchain and artificial intelligence, can strengthen traceability and transparency in circular supply chains represents a promising area for future research.
Ultimately, the transition to a truly circular economic system requires synergistic collaboration between businesses, consumers and governments. The integration of technological innovation , financial incentives and environmental education is essential to transform deeply rooted patterns of production and consumption. This convergence not only expands the practical viability of circular models, but also contributes to building a more sustainable and regenerative future, where economic prosperity, social equity and environmental balance coexist harmoniously. The challenge is immense, but the benefits of a circular economic system transcend generations, making it an ethical and strategic imperative for the 21st century.
ACKNOWLEDGMENTS
We would like to thank the Paraiba State Research Support Foundation (FAPESQ/PB) and the National Council for Scientific and Technological Development (CNPq) for the financial and institutional support provided to carry out this study.
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Abstract
Objective: This study aims to understand how circular business models can effectively influence consumer behavior towards sustainability, using the COM-B model (Capability, Opportunity, Motivation - Behavior) as an analytical framework. The central objective is to demonstrate that the integration of circular practices not only reduces environmental impacts but also redefines the consumer's role as an active agent in the regenerative economy. Theoretical Framework: It is based on contemporary concepts of circular economy, highlighting frameworks and consumer-oriented approaches such as the sharing economy and product lifecycle extension. These theories underscore that consumer behavior is a central component in the transition to more sustainable economic systems. Method: The theoretical approach relied on an extensive literature review on circular business practices and behavioral studies. Through the COM-B model, a framework was structured to analyze the interactions between behavioral components and business models. Results and Discussion: The study argues that consumers' ability to adopt circular practices depends on clear information, economic incentives, and adequate infrastructure. Additionally, it demonstrates that motivation is amplified by personal values and trust in companies aligned with sustainability. However, challenges such as cultural resistance and institutional barriers still limit broader adoption. Research Implications: The research reinforces the need for integrated strategies among consumers, businesses, and governments to enable the adoption of circular models. The impact transcends the economic sphere, influencing public policies and redefining consumption patterns. Originality/Value: This paper stands out by proposing a holistic and practical approach to integrate circular business models with behavioral changes, contributing to a research agenda focused on concrete solutions in sustainability.