Despite the growth of the circular economy in the last decade, consumer participation, particularly in circular business models, has still been little explored. Engaging consumers in the circular economy requires not only awareness but also a shift in behavior and mindset toward circularity. Based on the Meta‐Theoretic Model of Motivation and Personality (3 M Model), we explore the role of the big five personality traits as drivers of consumer engagement in a circular economy and their willingness to participate in the circular business model. To this end, we collected a sample of 489 Portuguese consumers, and the Partial Least Square method was applied to the formulated research model. The results demonstrate that personality traits directly affect consumer engagement with the circular economy but not willingness to participate in the circular business model. Engaging with the circular economy in advance is necessary for consumers' personality traits to influence their willingness to participate in the circular business model. Furthermore, this association is stronger if consumers are women and young people. This study contributes to the extension of the 3 M Model to circular consumer behavior and the multidimensionality of the concept of consumer engagement. Furthermore, the results demonstrate that consumers' greater willingness to participate in a circular business model depends on their personality and engagement with the circular economy, allowing companies and policy‐makers to adopt measures to promote the active role of the consumer in the circular economy.

中文翻译：

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个性特征和循环商业模式：促进消费者参与循环经济


尽管过去十年循环经济有所增长，但消费者的参与，尤其是循环商业模式的参与，仍然很少被探索。让消费者参与循环经济不仅需要意识，还需要行为和思维方式向循环性转变。基于动机和个性的元理论模型（3 M 模型），我们探讨了五大人格特质作为消费者参与循环经济的驱动力以及他们参与循环商业模式的意愿的作用。为此，我们收集了 489 名葡萄牙消费者的样本，并将偏最小二乘法应用于公式研究模型。结果表明，性格特征直接影响消费者对循环经济的参与，但不影响参与循环商业模式的意愿。提前参与循环经济对于消费者的个性特征影响他们参与循环商业模式的意愿是必要的。此外，如果消费者是女性和年轻人，这种关联会更强。本研究有助于将 3 M 模型扩展到循环消费者行为和消费者参与概念的多维性。此外，结果表明，消费者参与循环商业模式的意愿更高取决于他们的个性和对循环经济的参与，这使得公司和政策制定者能够采取措施促进消费者在循环经济中的积极作用。