Circular economy from the consumer perspective: Evidence from Albania

The circular economy (CE) is increasingly promoted as a strategic response to climate change, resource scarcity and waste generation, yet most research and policy initiatives still focus on firms and public authorities rather than on consumers. In the European Union (EU), only about 12% of material inputs are cycled back into the economy, suggesting that linear consumption patterns remain dominant despite ambitious policy frameworks (Think2030, 2022; Eurostat, 2020). In Western Balkan economies such as Albania, the transition towards circularity is at an even earlier stage, characterised by limited recycling infrastructure, modest separate collection and low public awareness (Kola & Cërpja, 2024; OECD, 2024). 

This paper examines circular economy awareness, attitudes, self-reported behaviours and perceptions of consumer rights among Albanian consumers. It uses a descriptive survey of 100 consumers in four cities (Tirana, Elbasan, Shkodra and Korça), complemented by a short literature review on consumer roles in CE. The non-probability sample includes diverse age groups and educational backgrounds. Findings show that only around one third of respondents have heard of the circular economy, and fewer can provide a meaningful definition. Nonetheless, many report practices that are compatible with circularity, such as reusing products, donating clothes and occasionally repairing appliances, although these are generally motivated by thrift and habit rather than by environmental concern.

Respondents report very limited knowledge of formal consumer rights in Albania and express low confidence that authorities or businesses protect them in CE-related domains, such as product durability, repair, safe second-hand markets and transparent waste management. At the same time, the majority indicate that clearer information, monetary incentives and more convenient infrastructure would increase their engagement in reuse and recycling. The results highlight a significant “awareness–behaviour gap,” in which circular practices occur without being framed as such, and a parallel “rights–trust gap” in which consumers feel poorly protected in the emerging circular landscape.

The paper concludes that, in Albania, consumer-centred circular economy strategies must combine information campaigns, infrastructure improvements and stronger consumer protection measures. Rather than treating consumers as passive recipients of products and waste services, policy and business models should actively engage them as informed co-producers of circular value.