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Consumers’ Preferences for Accelerating the Circular Economy Transition in Taiwan: Evidence from a Discrete Choice Experiment

Arockia E J Ferdin, Matthew Lee Inman, Jia Wei Chook, Liyana Binti Yamin & Tashi Tshering Lham


The excessive use of plastics, especially single‑use plastics (SUPs), is posing substantial risks to ecosystems and human health, driven by burgeoning production and unsustainable consumption behaviours. Circular economy approaches are increasingly promoted as a sustainable model for addressing this global wicked problem, yet their success ultimately depends on consumer acceptance and participation. This study investigates Taiwanese consumers’ preferences for circular economy policies targeting the phase‑out of SUPs, recognising consumers as key actors in enabling behavioural change and supporting business transitions. Using a discrete choice experiment, the study examined preferences for improvements in public knowledge, the ability of businesses and consumers to shift to circular practices, reductions in SUPs use, and associated changes in annual income tax. In a context where 94% of respondents perceive plastic waste as a serious issue in Taiwan, the results show that school and community workshops are the most preferred strategies for increasing public knowledge. Tax breaks and government subsidies are favoured to support businesses in shifting from linear to circular models, while consumers prefer a move from ownership to usership of goods to facilitate adaptation. For reducing SUPs, respondents express strong support for measures backed by government leadership and regulation. These findings provide an evidence‑based starting point for overcoming cultural barriers and for influencing market, regulatory and technological obstacles to circular economy transitions in Taiwan. Based on the estimated preferences, the study also develops policy scenarios to guide policymakers in designing acceptable and effective pathways for embracing circular economy.











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