Circular business models are believed to be able to contribute to achievement of several sustainable development goals. One of the areas with a high potential to adopt a circular economy is the household appliances industry, since appliances, such as washing machines, dishwashers or fridges, burden the environment through their whole lifecycle. However, for this potential to be realized, consumer acceptance of circular products and services is crucial. The aim of this project is to investigate consumer acceptance of circular business models with the focus on the household appliances industry.

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