A new global study from BSI has found that while the majority of people aspire to reuse, repair, and recycle more, doubts about the quality, safety, and reliability of refurbished or second-hand products are holding back progress towards a circular economy.
The 2025 Global Circularity study, The Tipping Point: Building Trust in the Circularity Economy, conducted in partnership with the Cambridge Institute for Sustainability Leadership (CISL), explores the barriers that prevent consumers from embracing circular practices despite understanding their environmental benefits.
According to the research, 68% of respondents said they are motivated by the ambition to help the environment. Yet this intention often stalls when it comes to buying refurbished or recycled goods.
Perceptions Do Not Match Behavior
The study asked participants to rate their adoption of ten circular behaviors, such as recycling, reusing packaging, or purchasing second-hand goods. More than half (53%) considered themselves to be early adopters or in the early majority. However, the data reveals a gap between how people see themselves and what they actually do.
While 76% of respondents recognize that their choices affect circularity, only a third would consider buying second-hand technology (33%) or choosing food packaged in recycled materials over conventional packaging (31%).
Three major factors explain this hesitancy: concerns about quality (56%), safety (51%), and reliability (49%).
A Growing Urgency For Circular Solutions
Despite growing awareness, the proportion of reused materials entering the global economy has actually declined, falling from 7.2% to 6.9% in recent years. Experts see this as a critical moment to build consumer confidence and reverse the trend.
Susan Taylor Martin, Chief Executive at BSI, said:
“The circular economy presents an immense opportunity for both people and the planet, enabling us to protect natural resources and reap economic benefits. Yet trust remains a crucial barrier to adoption. While consumers routinely weigh price and quality in their purchasing decisions, reused, repaired or recycled goods introduce new questions around quality, safety, and reliability. For circularity to thrive, businesses must move beyond sustainability messaging and bolster it by demonstrating genuine value, durability, and trustworthiness – convincing consumers that circular options are as reliable as traditional products.”
Lindsay Hooper, CEO of the University of Cambridge’s Institute for Sustainability Leadership, added:
“The transition to a mainstream circular economy hinges on trust and credibility. We need circular products and services with quality, safety and reliability fully embedded, and organizations that act decisively to introduce these solutions will facilitate an economic transformation whilst unlocking a wealth of opportunities. Our report provides essential guidance for driving meaningful change, outlining the conditions necessary for accelerating adoption and catalysing tipping points, it offers a strategic blueprint for organizations ready to lead.”
Labels Could Boost Confidence
The research highlights that a third of people (32%) lack trust in environmental claims made by companies. However, 59% of respondents said that a recognized label verifying sustainability claims would build trust.
Clearer labeling could therefore be a powerful tool for businesses looking to close the gap between consumer intentions and their purchasing decisions.
Industry Context: The Circular Economy Challenge
The concept of a circular economy has gained momentum in recent years as industries look for ways to reduce waste, reuse materials, and lower carbon footprints. Moving from a linear model of “take, make, dispose” to a circular one requires new business models and consumer participation.
Electronics, fashion, and packaging are among the sectors where reuse and refurbishment could make a substantial difference. Yet the study shows consumers remain reluctant to fully embrace these options. For example, only 29% said they would buy second-hand or refurbished furniture, 35% are willing to purchase second-hand clothing, and just 22% would buy a second-hand bike or scooter.
These figures underline the scale of the challenge and the importance of trust in transforming consumer behavior.
A Call For Action From Industry
The findings place responsibility on businesses to go beyond simply offering sustainable products. They must actively demonstrate durability and safety, making circular options the default rather than the exception.
Efforts such as standardized quality controls, transparency in supply chains, and third-party verification labels could help overcome skepticism and accelerate the transition to a more circular economy.
As global attention focuses on climate targets and resource pressures, industry leaders and policymakers are being urged to act decisively. Without consumer confidence, circularity risks remaining a niche practice rather than the mainstream solution needed to mitigate environmental impacts.
The study suggests that the tipping point for circularity is within reach, but trust will be the deciding factor in whether consumers choose to buy new or to buy circular.
