How better product information can boost sales of circular economy products
When people in Scotland shop, they focus on the basics: is it good quality, will it do the job, and is it worth the money?
New research from Zero Waste Scotland, based on a survey of 1,411 adults, explores what drives consumer buying decisions - and whether better product information could help circular economy products compete more effectively.
The findings show that while many people support the idea of reducing waste, this is rarely the main reason they choose a product. Instead, decisions are led by quality, value for money and reliability.
An opportunity for circular products
However, there is an opportunity. Clear, simple information that highlights practical benefits - such as products being longer-lasting, repairable or energy efficient - can make circular economy products more appealing.
The research also shows that most people are only willing to pay a small premium for these products, making it even more important to communicate value clearly.
What matters most to customers
For businesses, this research provides clear direction on how to make circular economy products more competitive.
Circular options can struggle when they appear more expensive or when their benefits are not clearly understood. Yet the evidence shows that it’s not sustainability messaging alone that influences consumer behaviour - it’s how well products meet everyday needs.
By focusing on practical benefits - like durability, safety and long-term value - businesses can position circular products as the sensible choice, not the specialist one.
It also highlights the importance of where and how information is shared. Customers are most influenced by trusted touchpoints such as product packaging, online reviews and retailer information.
Communicating the value of circular products
For Scotland’s transition to a circular economy, this matters. Making products that last longer and can be repaired or reused is only part of the solution - helping customers recognise their value is just as important.
By improving how circular economy products are communicated, businesses can turn positive attitudes into purchase decisions - and help reduce waste while keeping materials in use for longer.
Downloads
To explore this research further, access the Consumer Decision Making Summary Report below.