Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


A Conceptual Framework to Understand the Role of Anthropomorphism in Driving Circular Economy

Author(s): Jayshree Jaiswal

Research on the circular economy has been gaining attention in the last decade but only few studies have concentrated on the consumer behaviour change aspect and its multiple dimensions. It is suggested that sustainable development can be accomplished only if individuals have a favourable attitude towards the environment that in turn motivates sustainable behaviour. A number of behavioural obstacles prevent the growth of circular economy and can be overcome by appropriate behavioural interventions. One such intervention is strengthening human-nature relationship to inculcate pro-circular behaviour. Anthropomorphism (attributing human-like characteristics to non-human entity) of nature helps to improve connectivity with environment. A conceptual framework is integrated to explain the role of anthropomorphism in driving circular economy (i.e. reduce, reuse and recycle) while also considering the interplay of individual level factors. Along with the framework, future research agendas and propositions are made. This research can serve both academicians and practitioners in developing a better understanding of the use of anthropomorphic intervention for persuading consumer towards CE.