The growing interest of the scientific literature regarding purchase behavior, circular economy and new business models has generated the need, as well as the opportunity, for a comprehensive review and categorization of the state of the existing research carried out so far. The present study aims at reconciling the wide but fragmented literature dealing with the purchase intention of recycled products. An integrative theoretical framework, able to combine several constructs, perspectives, and theories discussed to date on the topic, is proposed. Such framework represents a further step toward a comprehensive understanding of behavioral theories and constructs, which need to be understood to design effective business models for the circular economy. This effort could be highly valuable both for scholars interested in the topic—as the integrative framework could assist them in theorizing additional effects—and for firms’ managers—who can understand, more in depth, the drivers of the consumers’ purchasing process and act accordingly.
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