Accept or not accept? A framework for understanding consumer acceptance of circular product-service systems

In the transition to a circular economy there is a need to advance the understanding of how consumer acceptance of circular product-service systems (PSS) can be fostered, since the lack thereof inhibits their adoption and diffusion. This study therefore aims to enhance the understanding of circular PSS acceptance by making two main contributions. First, it proposes a framework that provides a structure for understanding consumer acceptance of circular PSS. The framework adopts a consumer perceived value perspective and suggests that acceptance is influenced by three moderators of the contextual and conditional setting (who the consumer is, what type of product and service orientation the offering is based on, and who the provider is) and six consumer perceived value dimensions (functional, financial, emotional, social, novelty, and environmental). The framework shows that multidimensional and superior consumer value is needed to compete with linear product offerings. The influencing moderating factors further emphasize the need for consumer-oriented value proposition design, as each offering is unique. Second, the study presents a comprehensive literature review, following a systematic method, which identifies and categorizes 42 consumer acceptance factors. The framework can guide practitioners in designing and improving circular PSS value propositions, and a Consumer Value Evaluation Template is provided to support practical application. It can also guide future research in this emerging field by assisting in formulating directions for how to further improve our understanding of consumer acceptance of circular PSS.