Análisis de la intención de los consumidores para participar en un modelo de negocio circular dentro de la industria de bebidas en Colombia y Alemania

The circular economy, with its closed loop business models, presents an alternative that can lead society towards a more sustainable future. Consumer participation is a key factor to achieve a transition towards circularity because circular business models put the consumer in the centre of the value chain. However, today there is little research that studies the factors that promote consumer participation in a circular business model. Therefore, this research explores the intention of consumers to participate in a circular business model in the beverage industry in Colombia and Germany. For this, the study conducts a comparative analysis of both contexts and employs a decomposition of the theory of planned behaviour in the thematic analysis of data obtained from focus groups and surveys with consumers in Colombia and Germany. The research highlights different identified underlying motivations that give a perspective about the intention of consumers in both countries participating in a circular business model within the beverage industry and derives recommendations for other circular business models.

Análisis de la intención de los consumidores para participar en un modelo de negocio circular dentro de la industria de bebidas en Colombia y Alemania Thesis