Challenges and opportunities of the circular economy in the development of refillable perfume systems

: the case of the UK

Abstract

The circular economy (CE) refers to a model of production and consumption that is restorative and regenerative by nature. The strategy behind the circular business model relies on extending a product’s lifetime. The previous may be achieved through manufacturing of goods that are durable and simple to repair, reuse and replace its parts. In turn, the model translates into a reduction in resource consumption and waste production. Reuse consists of keeping materials in use for longer and, it may prove crucial behaviour in tackling the current waste and plastic pollution crisis. “Plastic trash has become so ubiquitous that it has prompted efforts to draft a global treaty negotiated by the United Nations (UN)”. The issue at hand warrants a solution which rethinks the packaging and the materials utilised. In light of the pressing nature of the underlying topic detailed above, the purpose of this paper is twofold. Firstly, it explores the drivers and challenges of consumers’ purchase decisions with respect to reusing empty perfume bottles; in other words, refilling perfume bottles, in the United Kingdom (UK). Secondly, it addresses the underlying motivations, attitudes and trade-off choices towards environmentally friendly purchases which, in turn, allows to ascertain the most successful refillable perfume system for the UK market. This paper is relevant as it provides insights regarding the influence of consumers’ antecedents and trade-offs in the case of refillable perfume systems. Said insights allow to precict with greater accuracy consumer behaviours purchase decision. Primary data was collected through a mixture of quantitative and qualitative methods, an online self-completed survey (N=257) and face to face, semi structured script, interviews (N=5), respectively. vi The present research revealed that, on the one hand, consumers are willing incorporate circular economy systems, such as reuse by means of refill of empty perfume containers. Perceived benefits include cost savings, waste reduction, convenience, ease and transparency. On the other hand, perceived barriers include logistical efforts, loss of flexibility, time consuming processes and low savings. Both need to be taken into consideration when designing the refill business model, in order to put in place a robust operation that will appeal to consumers.

Date of Award	8 Jul 2020
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Jorge Julião (Supervisor) & Marcelo Gaspar (Co-Supervisor)