Abstract

Circular economy (CE), a sustainability concept that promotes resource efficiency and waste re-duction, has garnered significant popularity in recent years due to its potential to address pressing environmental and economic challenges. This study develops the Bayesian Mindsponge Mindspongeconomics (BMM) framework/analytic method based on Bayesian Mindsponge framework (BMF) to the factors influencing young adults' pro-environmental behavior and purchases of green products at different price levels. The findings indicate that young adults who are knowledgeable about CE and value environmental protection and energy conservation are more likely to engage in waste sorting, while the factors that affect their willingness to pay (WTP) more for green and en-ergy-saving products vary at different price tiers. The study demonstrates that CE knowledge, daily waste sorting habits, and environmental concern positively impact young adults' WTP for products that are 5%, 10%, and 15% higher-priced, respectively. Besides, the study also highlights the po-tential of educational programs and cultural influences in nurturing a generation that prioritizes environmental value. The research integrates multidisciplinary perspectives and offers practical implications for policymakers, educators, and businesses seeking to promote green literacy and foster an environmental culture among the youth, contributing to the broader goals of green transformation and sustainable development associated with CE and green economy, especially in urban areas of emerging countries and beyond.