Rescuing Unwanted Household Goods: Moving Towards a Circular Economy

Publication Name

Australasian Marketing Journal


The world’s current ‘linear economy’ business model diminishes finite resources and disregards ongoing detrimental effects being created on our planet. Society needs to do something different, and move to a circular economy for sustainability. Changing existing consumer behaviour to extend the life of currently unwanted household goods can play a beneficial role to increase circularity. Underpinned by the COM-B model of behaviour and associated Behaviour Change Wheel (BCW), this study explores householders’ existing behaviour and views regarding unwanted goods, and perspectives of local government employees/contractors involved in collection of unwanted household goods, to develop recommended interventions to increase circularity. The study offers theoretical contributions as one of the first studies to apply the COM-B model and BCW within the circular economy context and identifies prioritisation/co-ordination as key issues needed in the model. Additionally, practical contributions are provided including recommendations for increased education, incentivisation and enablement (including improved infrastructure); with cost, safety, technology and politics key barriers to increasing circularity of unwanted goods by households. A crucial finding is a need for responsibilisation whereby all stakeholders must accept the specific role each needs to play in a co-ordinated effort to address the challenge of sustainability. The study provides social contribution addressing SDG Goal 12 (responsible consumption) and identifies how various stakeholders can do something different to assist increasing household participation in a circular economy – for the future of humankind and the planet.

Open Access Status

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