Awareness as a catalyst for sustainable behaviors: A theoretical exploration of planned behavior and value-belief-norms in the circular economy.

This study explores the interplay of intrinsic and extrinsic factors influencing sustainable behaviours within the Circular Economy (CE) through the lenses of the Theory of Planned Behaviour (TPB) and the Value-Belief-Norm (VBN) theory. This objective was achieved by conducting a large scale survey in Brazil and using Composite-Based Structural Equation Modeling (cSEM) technique in conjunction with R software to analyze data and assess our research hypotheses. Our findings underscore the paramount importance of intrinsic factors-such as personal values, beliefs, and positive evaluations of sustainability outcomes-over external pressures like environmental laws and organizational policies in fostering sustainable actions.