ACTION ORIENTED PERSONALITY TRAITS AND SUSTAINABLE CAREER CHOICES AMONG GENERATION Z: A TRAIT FACTOR THEORY PERSPECTIVE ON CIRCULAR ECONOMY IMPLEMENTATION BEHAVIOR IN EMERGING ECONOMY

Abstract

The accelerated global shift from conventional business models to circular business models (CBMs) has garnered increasing scholarly attention. This transition underscores the necessity of examining the behavioral drivers and personality traits that influence individuals’ readiness to adopt and implement circular practices. In particular, traits such as innovativeness and entrepreneurial intentions, alongside mechanisms that enhance willingness to engage in circular business models, are emerging as critical determinants of circular economy (CE) implementation behavior. While much of the existing literature has focused on advanced economies, there remains limited understanding of these behavioral dynamics within the context of emerging economies, where systemic, cultural, and institutional challenges present unique barriers and opportunities. This study situates itself within the context of Pakistan, the world’s fifth most populous country, faces acute ecological and socio-economic challenges but holds immense potential in its large Generation Z population, with HEI students representing a vital pool of future entrepreneurs. Yet, their role in advancing circular entrepreneurship through traits, intentions, and willingness to participate in CBMs remains largely underexplored. Grounded in trait-factor theory, this study investigates the influence of innovativeness on CE implementation behavior among Gen Z university students in Punjab, Pakistan—the country’s most populous province and its hub for industrial, agricultural, and educational activities. The study conceptualizes entrepreneurial intentions as a mediating mechanism that channels individual innovativeness into CE-oriented behavior, while also recognizing that such intentions require reinforcement through a strong willingness to participate in CBMs to translate into actual implementation. By exploring these interlinkages, the study contributes to a deeper understanding of the behavioral underpinnings of CE adoption in Pakistan and provides insights into how HEIs, policymakers, and practitioners can mobilize youth-driven entrepreneurship to accelerate the country’s transition toward a circular and sustainable economy. This study advances theoretical understanding by integrating trait-factor theory with circular economy implementation behavior, offering a novel lens to examine how individual traits and intentions shape sustainability transitions. Beyond theoretical contributions, the study provides practical insights for policymakers, the education sector, and NGOs to design interventions that foster circular entrepreneurship, develop a sustainability-oriented workforce, and strengthen ecosystem protection in emerging economies. Specifically, within the context of Pakistan, the findings aim to inspire the adoption of circularity principles and reinforce efforts to address pressing challenges of environmental degradation, youth unemployment, and economic instability, thereby supporting the country’s transition toward a resilient and sustainable future.