Applying the Pro-Circular change model to restaurant and retail businesses' preferences for circular economy: evidence from Indonesia

This study aims to examine the impact of persuasive communication as a behavioral change intervention for the pro-circular behavior of restaurant and retail business actors. The Pro-Circular Change Model (P-CCM) with an extended formulation of the Theory of Planned Behavior is used as the underlying...

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Bibliographic Details
Published inSustainability : science, practice, & policy Vol. 18; no. 1; pp. 97 - 113
Main Authors Auwalin, Ilmiawan, Rahma Sari, Faradilla, Maulida, Saskia Rizqina
Format Journal Article
LanguageEnglish
Published Philadelphia Taylor & Francis 09.12.2022
Taylor & Francis Ltd
Taylor & Francis Group
Subjects
Business models
Circular economy
Communication
Costs
Economics
Food waste
Impact analysis
Indonesia
Intervention
Persuasion
persuasive communication
Public awareness
Restaurants
Supply chains
Theory of planned behavior
Indonesia
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Summary:This study aims to examine the impact of persuasive communication as a behavioral change intervention for the pro-circular behavior of restaurant and retail business actors. The Pro-Circular Change Model (P-CCM) with an extended formulation of the Theory of Planned Behavior is used as the underlying framework. In the analysis, we employ a paired t-test to capture the differences before and after the intervention. We find evidence that behavioral change interventions are relatively effective in altering how individuals view the efforts needed to implement features of a pro-circular economy in their business. We also find that persuasive communication is relatively effective in promoting public awareness about current environmental issues. However, we find no significant impact on behavioral intention to implement circular economy strategies.
ISSN:1548-7733
1548-7733
DOI:10.1080/15487733.2022.2027121