What is Perceived Feasibility

Strong ecological values define the desire of individuals to exploit business opportunities in the circular economy. However, strong ecological values are unlikely to contribute to strong individual motivation when individuals sense that it is not feasible to exploit such opportunities. This chapter develops this argument conceptually using expectancy theory. Expectancy theory suggests that individuals derive their motivation from strong perceptions of both desirability and feasibility. Understanding an entrepreneur's motivation to participate in the circular economy is important for attempts at entrepreneurial development in this alternative economy. Policies as well as education and training programs must consider instilling the required ecological values in citizens as well as giving attention to technological, market, cultural, and regulatory constraints that render CE opportunities infeasible.