The recent study “Green products from industrial symbiosis: Are consumers ready for them?”bubmished in the journal Technological Forecasting and Social Change explores consumers’ perception of electronic products generated through Industrial Symbiosis (IS) for a circular economy. By integrating the Theory of Planned Behaviour and the Theory of Consumers’ Decision-Making Process, the research examines factors influencing purchase intention and willingness to pay a premium for IS products. Findings from a survey of 1,224 Italian consumers reveal that perceived consumer effectiveness and social influence positively impact both purchase intention and premium price willingness. Additionally, green perceived utility, perceived safety, and functionality expectations influence purchase intention. The insights aim to guide managers in developing effective production and marketing strategies for IS products.
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