Customer involvement in the Circular Economy philosophy is recognized as a determinant factor affecting the transition from a linear to a circular paradigm. Circular products (Cps) are those specifically designed and manufactured encouraging their longevity, their reuse, and the recirculation of resources.Particularly young consumers (i.e. Gen Z) are increasingly informed about and sensitive to environmental and social responsibility and thus more careful about resources waste.While Gen Z behaviors and their particular sensitivity and propensity for green products have been explored by recent literature, research exploring Gen Z-specific behaviors toward Cps remains scant. This research explores Gen Z consumers in the context of the circular economy (Ce). Building on generational cohort theory (Gct), the study investigates to what extent Gen Z perceptions of circular products (Cps) and the level of their environmental consciousness influence their propensity to adopt circular behaviors. The study analyses responses to web surveys from social media platforms,The results exhibit a positive relationship between Gen Z perceptions of Cps and the slowing and intensifying loops, while environmental consciousness is positively related to dematerializing and slowing loops.
