Assessing Consumer Preferences for Circularity in Mobile Phones: A Discrete Choice Experiment with Attribute Framing

Although much research has been done on the circular economy, only a few studies have utilized discrete choice experiments to estimate consumers’ preferences toward circularity in their purchase decisions. I employ a discrete choice experiment to measure Stavanger residents’ preferences for or against circularity when purchasing a mobile phone. I did not find a general preference for circularity in mobile phones. However, I found evidence that consumers are more inclined to choose circulated products when product circularity is highlighted. No preference was found for partially circulated phones over fully circulated ones. I did find evidence that attribute framing influences consumers’ purchase choices regarding circulated products