Bridging the Intention-Behaviour Gap in Circular Consumption: Consumer Segmentation and Barriers Toward Re-Use Utilisations

Product re-use is vital for the circular economy, yet a gap persists between policies and consumer behaviour. The objective of this study is to investigate consumer motivations and barriers to engage in re-use practices, with a focus on re-use centres. Data from a representative questionnaire survey (2025) reveal a pronounced intention-behaviour gap: despite generally positive attitudes towards re-use and environmental protection, 74.8% of respondents have never visited a re-use centre. The findings demonstrate that this gap is driven by a complex interaction, where dominant economic motivators are continuously neutralized by intense hygiene and quality anxieties. Cluster analysis identifies three consumer segments: Sceptics with High Barriers (19%), characterised by mistrust and hygiene concerns; Highly Motivated but Cautious (34%), who value sustainability yet perceive risks; and Pragmatic Realists (47%), prioritising price and convenience. The paper offers differentiated recommendations to bridge the intention-behaviour gap and increase re-use centre utilisation.