The BSI (British Standards Institute) has released findings from its recent global survey analysing consumer attitudes towards the circular economy. The new study, The Tipping Point: Building trust in the circular economy, found that consumer fears relating to the hygiene and quality of reused or refurbished goods are hindering the switch to a circular economy.
It found that whilst two-thirds of consumers (68%) say ambition to benefit the environment motivates them to reuse, repair, and recycle goods, a “fear factor” prevents them from purchasing refurbished products. In fact the world is becoming less circular, the recent Circularity Gap report, produced by Circle Economy and Deloitte, found that consumption is outpacing population growth, with the global economy generating more waste than recycling systems can handle. Now, just 6.9% of the 106 billion tonnes of materials used annually across the globe come from secondary sources, reflecting a drop of 2.2 percentage points since 2018 (9.1%), and 0.3 percentage points since 2023 (7.2%), increasing the ‘circularity gap’[i].
BSI’s new research, developed in partnership with experts from the Cambridge Institute for Sustainability Leadership (CISL), has explored how building trust around quality and reliability can help drive consumer uptake of circular behaviours. The study asked respondents to rate themselves for levels of adoption related to ten circular behaviours.
Looking specifically at the following behaviours: recycling, reusing packaging, or purchasing second hand goods, more than half of respondents globally (53%) identified themselves as an early adopter or within the early majority. However, the research found a notable difference between perception and reality; only a third of the respondents went on to say that they would consider buying second hand technology (33%) or opt for food sold in recycled packaging over food in regular packaging (31%).
The study found that three critical concerns are fuelling this gap: an absence of trust in quality (56%), safety (51%), and reliability (49%). Overcoming these trust barriers is essential to disrupting the ingrained inertia of linear consumption, the report argues, – buy new, use briefly, discard easily.
Susan Taylor Martin, Chief Executive, BSI said:
“The circular economy presents an immense opportunity for both people and the planet, enabling us to protect natural resources and reap economic benefits. Yet trust remains a crucial barrier to adoption. While consumers routinely weigh price and quality in their purchasing decisions, reused, repaired or recycled goods introduce new questions around quality, safety, and reliability”[ii].
Yet while more than two-thirds (67%) of people globally cite environmental benefits as a top three driver for adopting circular behaviours, this does not always translate into action. Consumers remain cautious, with only 29% saying they would purchase second-hand or refurbished furniture. Just 25% are willing to buy wonky food produce. One in three (35%) are comfortable purchasing second-hand clothing, but only 22% would buy a second-hand bike or scooter.
Crucially, a lack of trust in environmental claims is a barrier to purchasing circular products for a third of people (32%), however well over half (59%) said a recognised label to support claims would help bridge this trust gap.
Taylor Martin said:
“For circularity to thrive, businesses must move beyond sustainability messaging and bolster it by demonstrating genuine value, durability, and trustworthiness - convincing consumers that circular options are as reliable as traditional products”[iii].
Lindsay Hooper, CEO, University of Cambridge's Institute for Sustainability Leadership, added that:
"The transition to a mainstream circular economy hinges on trust and credibility. We need circular products and services with quality, safety and reliability fully embedded, and organizations that act decisively to introduce these solutions will facilitate an economic transformation whilst unlocking a wealth of opportunities”[iv].
[ii] Safety and quality fears preventing consumers from buying more sustainable products | BSI
[iii] Ibid
[iv] Ibid
Lauren has extensive experience as an analyst and market researcher in the digital technology and travel sectors. She has a background in researching and forecasting emerging technologies, with a particular passion for the Videogames and eSports industries. She joined the Critical Information Group as Head of Reports and Market Research at GRC World Forums, and leads the content and data research team at the Zero Carbon Academy. “What drew me to the academy is the opportunity to add content and commentary around sustainability across a wealth of industries and sectors.”
