Fears about the hygiene and quality of reused or repaired products are holding back global efforts to move to a circular economy and minimize the impacts of consumption on the planet, a new study from BSI has identified. The research also pinpoints consumer concern about safety and reliability as critical barriers to the adoption of circular practices amongst consumers, despite widespread awareness of the environmental benefits of keeping rather than discarding products after use.
Despite 76% of people globally recognizing that their behaviours and purchasing decisions contribute to circularity, the share of re-used materials entering the globally economy has fallen from 7.2% to 6.9% in recent years1. BSI’s 2025 Global Circularity study, The Tipping Point: Building Trust in the Circularity Economy, developed in partnership with experts from the Cambridge Institute for Sustainability Leadership (CISL), identifies how building trust in quality and reliability can drive consumer uptake of circular behaviours.
Perception vs. Reality: The trust gap in circularity
The research asked people to rate themselves along a scale of adoption for ten circular behaviours, including recycling, reusing packaging or purchasing second hand goods, with more than half globally (53%) identifying as early adopter or early majority). Yet the data indicates a gap between perception in reality; only a third go on to say they would consider buying second hand technology (33%) or opting for food produce in recycled packaging over food in regular packaging (31%).
Three critical concerns are fuelling this gulf between perception and reality: an absence of trust in quality (56%), safety (51%), and reliability (49%). Overcoming these trust barriers is essential to disrupting the ingrained inertia of linear consumption – buy new, use briefly, discard easily.
While 67% of people globally cite environmental benefits as a top three driver for adopting circular behaviours, this does not always translate into action. Consumers remain cautious, with only 29% saying they would purchase second-hand or refurbished furniture.
Just 25% are willing to buy wonky food produce. One in three (35%) are comfortable purchasing second-hand clothing, but only 22% would buy a second-hand bike or scooter.
Lack of trust in environmental claims is a barrier to purchasing circular products for a third of people (32%), yet 59% said a recognized label to support claims would build trust.
Susan Taylor Martin, chief executive, 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, University of Cambridge’s Institute for Sustainability Leadership, said: “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.”
