What is Consumer Awareness

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.