Circular Consumer Behavior : Understanding, Influencing, and Transforming Sustainable Consumption in Indonesia

Circular Consumer Behavior: Understanding, Influencing, and Transforming Sustainable Consumption in Indonesia examines the central role of consumer behavior in advancing the transition toward a circular economy. While circular economy discussions often emphasize technological innovation and policy frameworks, this book argues that meaningful and lasting change depends on how consumers make everyday decisions related to acquiring, maintaining, repairing, sharing, and disposing of products. By placing consumers at the core of circular systems, the book highlights circularity as a behavioral and cultural transformation rather than a purely technical solution.

The book explores the conceptual foundations of the circular economy and integrates key consumer behavior theories, including the Theory of Planned Behavior, Value Belief Norm Theory, and the COM B model, to explain why consumers adopt, resist, or selectively engage in circular practices. It further examines internal and external factors that shape circular consumption across the product life cycle. Special attention is given to Millennials and Generation Z, whose values, identities, and digital habits increasingly influence sustainable consumption patterns. Through discussions of social media, digital marketplaces, and local practices such as thrifting and resale, the book connects global trends with the Indonesian context. By combining theory, empirical insights, and contextual reflection, this book offers valuable perspectives for students, researchers, businesses, and policymakers seeking to promote sustainable consumption grounded in real consumer behavior.