The issues of consumerism indicate that humanity lives far beyond the means the planet can provide. The Circular Economy concept is a solution for the problems like climate change, biodiversity loss, waste, and pollution. To implement the concept and solve the concern regarding the consumption of worldwide reserves and the environmental imprint associated with it, the consumers must be assessed and understood. A survey was conducted to find out consumers’ attitudes towards circular models. The aim of the study is to determine the consumers’ level of knowledge and involvement in the circular economy, to identify the consumers’ profile and to recognize effective circular models. The findings reveal consumers are more aware of the term sustainability than circular economy, and that collectivism and femininity are the only two cultural dimensions that influence the level of involvement in the circular economy. Moreover, it has been identified that consumption culture influences the sharing model and that sharing is the most accepted circular model in Romania.

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