Transforming into a circular economy (CE) requires cooperation and support from all actors within the society. Consumers, as a main actor, can significantly support or obstruct a CE transition through their market power. This chapter attempts to understand the awareness and engagement degree of Turkish consumers regarding the concept and practices of CE. Per results of the survey conducted online, it can be concluded that Turkish people have some awareness (64%) of the concept of CE. However, 61.2% believe CE focuses on recycling whereas 48.2% believe it is about saving. Of the respondents, 25.9% are entirely unaware of the benefits of CE; 95.7% of consumers are not open to buy second hand, hire or reuse as an alternative to traditional ownership. A majority of Turkish consumers practice selective waste management and believe they protect the environment through saving energy and water.
TopIntroduction
Circular economy (CE) is a tool to attain sustainable development. Promoted as a new economic model, the CE concept favors increased or optimal resource efficiency to foster a harmony between the environment, economy, and society (Kirchherr, Reike, & Hekkert, 2017; Preston, 2012; Roos, 2014).
The Ellen MacArthur Foundation works with governments, businesses, and academia to build a framework for CE. The foundation defines CE as:
Circular economy aims to redefine growth, focusing on positive society-wide benefits. It entails gradually decoupling economic activity from the consumption of finite resources, and designing waste out of the system. Underpinned by a transition to renewable energy sources, the circular model builds economic, natural and social capital (Ellen MacArthur Foundation, n.d.).
Through the adoption of CE principles, it is estimated that overall benefits of €1.8 trillion can be achieved by 2030 across Europe. The average disposable income for European Union (EU) households can increase by 11% higher than the current development path (Ellen MacArthur Foundation, 2015a).
The shift from a dominant linear economic model to CE is almost ineluctable with an increasing world population and decreasing availability of natural resources. Technological innovations and urbanization will lead to a growth in living standards and consumption levels. However, the transformation from the current economic model to CE is not effortless. The transformation requires cooperation and support from all actors of society.
According to the CE transformation’s business perspective, new business models must be designed. Ernst & Young (2016) identified five business models to help companies prepare for a CE transformation. The first model, circular supplies, stops companies from putting pressure on limited stocks by shifting to renewable, biobased, and biodegradable resources. The resource recovery model recovers remaining value from products that have attained their end-of-life cycle. The product life extension model extends a product working condition via remanufacturing or repair. Through the sharing platform model, users partner to create value out of otherwise underutilized products via sharing. Finally, the product as a service model allows customers to rental or pay for a product rather than own it.
The public should also be aware of how they will be directly impacted by the CE concept. The Ellen MacArthur Foundation (2015b) reported that consumers should be informed about the added value of circular products that will bring to their lives such as improved quality of life and decreased financial costs. On top of education of consumers; labeling of products, pricing policies, consumer incentives, and other initiatives can be implemented to support the transition to CE. The report also recommended that the transition’s early stages through the educational stages should focus on concepts like environmental protection and cost savings rather than the complex details of CE (Ellen MacArthur Foundation, 2015b).
The primary purpose of this study is to understand awareness and engagement levels in the practice of CE among Turkish consumers. Therefore, global principles and implementation of CE will not be discussed in detail within the scope of this chapter. However, briefly, it can be said that the literature defines CE through the 3Rs: (1) reduction; (2) reuse; and (3) recycle (Reh, 2013; Sakai et al., 2011). Europe, Japan, and the United States are likely to define CE as linked to waste management (Sakai et al., 2011). The literature review shows that the implementation of global CE is in the initial stage and successful cases prove that the transition involves all social actors (Ghisellini, Cialani, & Ulgiati, 2016).
TopTurkish Context
According to gross domestic product (GDP) figures in 2016 (Invest in Turkey, n.d.), Turkey ranks as the 17th largest economy of the world with an annual average real GDP growth of 5.6% (2003-2016). The Organisation for Economic Co-Operation and Development (OECD) forecasts Turkey’s economy to be one of the fastest growing among members of OECD countries for the period 2015-2025, with an estimated annual average growth rate of 4.9% (Invest in Turkey, n.d.).