Abstract

Circular economy (CE), a sustainability concept that promotes resource efficiency and waste reduction, has garnered significant popularity in recent years due to its potential to address pressing environmental and economic challenges. This study employs the Bayesian mindsponge framework (BMF) to explore what drives young adults’ pro-environmental behavior and purchases of green products at different levels of price. The results show that young adult’s knowledge of CE and care about environmental protection and energy saving encourages the practice of waste classification, while factors that affect their willingness to pay (WTP) more for green and energy-saving products vary at different price tiers.