The aim of the doctoral thesis is to enrich current scarce knowledge on the influence of culture, consumer innovativeness and demographic characteristics on consumer behavior in circular economy and study the key factors which influence potential differences across different cultures. This study focuses on pay-per-wash washing machines. On one hand, as circular economy is a new way of doing business, companies – who wish to adopt the Product Service System business model – need knowledge of the differences in consumers’ attitudes, experience and their perceptions of Product Service Systems across cultures. On the other hand, consumer innovativeness can predict acceptance of PSS and can lead to segmentation of consumers. This study will provide knowledge to companies on how to form their segmentation, targeting and positioning strategy.
The project follows up a dissertation thesis being in progress as well as a research project funded by the Grant Agency of Masaryk University and realized in the year of 2021: MUNI/A/1169/2020 “Cross-cultural differences in the circular economy consumer behaviour”. This project was realized in Czech Republic, Sweden and Hungary. The current project proposal seeks to enhance the knowledge and achive a deeper insight into the differences of consumer behaviour by colleting data in three countries.

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