THE EVOLUTION OF CONSUMER VALUES AS A DRIVER OF BUSINESS MODEL TRANSFORMATION IN THE RETAIL SECTOR IN THE CONTEXT OF THE CIRCULAR ECONOMY

Abstract

This study explores the link between evolving consumer values and the transformation of retail business models within the circular economy. Using theoretical analysis, typology, and behavioral interpretation, it identifies value–model alignment patterns. A typology of business models and consumer behavioral profiles is proposed, along with an analytical structure for assessing alignment. The concept of Circular Fit is introduced to express the match between consumer values, behavioral readiness, and company models. The 4C strategic adaptation model and an alignment scale are presented to evaluate circular strategies. Theoretical value lies in proving alignment as key to circular transformation; practical relevance is in applying the models to communication strategy planning, circular offer design, and sustainable retail development