Unlocking sustainability: exploring the nexus of psychological barriers, social influence and external pressures on awareness of circular economy benefits

Purpose This study aims to investigate the relationship between perceived psychological barriers (PPB), social influence (SCI), external pressures (EXP) and awareness of circular economy (CE) benefits among individuals in Indonesia, offering insights into the dynamics shaping sustainable behavior. Design/methodology/approach Drawing on social cognitive theory, the research uses composite-based structural equation modeling to examine the effects of PPB, SCI and EXP on awareness of CE benefits. Findings The results reveal that PPB significantly and negatively impact awareness of CE benefits, indicating that cognitive and emotional challenges hinder sustainable behaviors. In contrast, SCI has a positive effect, highlighting the vital role of peer influence and social networks in promoting awareness of CE benefits. However, the interaction between PPB and EXP does not significantly influence awareness, suggesting that EXP alone may not be sufficient to overcome internal resistance. Originality/value This study enhances understanding of awareness related to CE benefits by emphasizing the importance of addressing PPB while leveraging SCIs. It offers practical insights for designing interventions that foster sustainable behavior through a combination of internal and social strategies.