Consumer Perception of Circular Economy Initiatives Through Omnichannel Marketing

Abstract

The aim of this thesis was to gain a deeper understanding of consumers’ perceptions of the circular economy (CE) and how these perceptions influence their trust, loyalty, and purchasing behavior toward brands that adopt such initiatives. A clear gap in the literature was identified regarding how consumers perceive this emerging business model and how circularity concepts connect to omnichannel marketing strategies, which are increasingly used by companies to communicate sustainability efforts. To address this gap, the researcher conducted a qualitative study using semi-structured interviews to explore consumers’ views in greater depth, linking them to omnichannel strategy as well as to brand trust, loyalty, and purchasing behavior. Thematic analysis revealed that consumers primarily associate CE with recyclability and reusability, generally view CE initiatives positively, but remain cautious of greenwashing, expecting authenticity, transparency, and integration into core business models. Proposition testing showed that while CE perceptions can enhance brand trust (P1), this effect varies across industries and company sizes; however, CE initiatives alone do not directly drive brand loyalty (P2), which is more strongly shaped by affordability, quality, and structural loyalty mechanisms. Purchasing behavior (P3) was found to be conditional, with quality and price acting as decisive factors. Furthermore, omnichannel strategies (P4) moderated these outcomes, as consistency, proactive communication, and experiential content were seen as critical in fostering trust and engagement. Education (P5) was found to strengthen CE-related outcomes, while age (P6) was not significant, with knowledge and exposure playing a more decisive role. Overall, the findings suggest that CE initiatives can strengthen brand outcomes, but only when combined with credibility, affordability, quality, and strategic communication. These results offer both theoretical contributions to the literature on consumer perception of circular economy initiatives and practical insights for managers seeking to design credible and effective omnichannel sustainability strategies.