Public Acceptance of Circular Economy Services: Implications for Sustainable Development and Corporate Social Responsibility

ABSTRACT This study examines the factors that shape public acceptance of circular‐economy services within the 10R framework. The circular economy is often presented as a path to sustainable development. Yet research has given less attention to how the public understands and judges circular services in daily life. This study addresses that gap. It uses a qualitative design based on in‐depth interviews with 24 members of the public in New Zealand. The repertory grid was used as an elicitation tool. It helped participants discuss 10 circular services using clear, familiar examples. The data were analysed thematically. The findings show six related factors that influence public acceptance of circular economy services. These are accessibility, roadmap, capability, experience, convenience and worthwhileness. The results show that public acceptance is not solely shaped by environmental concern. People judge circular services through a connected process. They look at the availability of products, services and infrastructure. They also look for clear and trusted information. Knowledge and confidence also matter. Past and expected experiences also shape decisions. Convenience in daily life is important. People also ask if participation has real value and meaning. The study shows that public acceptance is a practical, social and evaluative condition for the implementation of the circular economy rather than a secondary outcome. This research contributes to the scholarship on the circular economy in three ways. First, it strengthens the underexplored micro‐level social perspective by focusing on the public rather than experts or organisations. Second, it examines a wide range of circular services through the 10R framework rather than focusing on a single practice, such as recycling or repair. Third, it develops an empirically grounded six‐factor framework that explains how the public assesses circular services in practice. The findings also have implications for sustainable development and corporate social responsibility. They show that circular strategies are more likely to succeed when they are accessible, understandable, trustworthy, convenient and worthwhile for the people expected to use them.