E&M

The electronics and apparel industries are facing serious environmental crises, yet the transition to circular models is hindered by the tension between sustainability and affordability. This study, based on paradox theory, examines how consumers navigate these tensions. Qualitative Phase 1 reveals the perceived advantages of refurbished and second-hand products. In Phase 2, through an experimental study with 1,603 participants, we identify six behavioral profiles and analyze the associated psychological factors. Our results reveal that a paradoxical mindset does not always correlate with consistent behavior, suggesting that some sustainable choices may become internalized habits. This study provides new insights into the psychology of circular consumption.