Circular Commerce: Promoting Reuse and Resale Models Through E-Marketplaces

This study explores the importance of circular commerce, with a primary focus on the reuse and resale model in the digital economy. Circular commerce emphasizes the reuse, resale, and recycling of products, as opposed to the traditional “use and dispose” approach. It supports sustainability by reducing the consumption of new products and encouraging the continued use of existing products until the end of their usability. The study examines the role of reuse and resale within the digital economy and investigates how consumers are aware of and behave toward this model. Primary data collected from 166 individuals, with a significant portion of respondents being students under the age of twenty. Findings reveal that consumer awareness of environmental issues remains low and the main element for adopting reuse and resale model is economic incentives. Consumers suggested improvements such as better-quality checks, buyer protection policies, and sustainability indicators on platforms. Common concerns such as trust, lack of quality assurance and lack of after-sale support are important reasons why many consumers hesitate to purchase refurbished products. The paper concludes that there is a clear need for improved infrastructure, greater consumer awareness on sustainability and the development of accessible, user-friendly tools to encourage large number of persons to adopt of circular commerce practices.