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. While increased awareness of the CE significantly enhances attitudes towards and the likelihood of engaging in sustainable behaviours, the study reveals that external pressures and perceived barriers, such as time, cost, and skill limitations, do not significantly deter those with a high level of awareness and positive sustainability evaluation from acting sustainably. Academically, the study enriches environmental psychology by extending TPB and VBN theories, advocating for a refinement of TPB to better account for contexts where personal values are stronger drivers than external pressures or immediate practical constraints.