72 Percent of Brazilians Value Sustainability, but the Market for Recycled Products Still Faces Obstacles

The vast majority of the Brazilian population views companies investing in the circular economy positively, but purchasing habits still pose a major challenge to the widespread adoption of the sustainable economic model. A nationwide quantitative survey published on Monday, June 1, by the National Confederation of Industry (CNI), highlights the deep contradictions between consumer theory and everyday practice, as well as the urgent need for a systemic industrial and social transformation.

From the Linear Model to the Circular Economy

In a global economy where consumption and production are distinctly built on the linear system of “extract, produce, consume, and discard,” the circular economy aims to break this linearity. CNI’s latest analysis, titled “From Purchase to Disposal: How Brazilians Relate to the Circular Economy in 2026,” emphasizes that the new model prioritizes the more efficient management of raw materials, water, and energy, which is now critical for both the national economy and the business sector. The survey was conducted by Nexus with the participation of 2,019 people across all regions of Brazil, with data collected between February 11 and 13, thus providing a comprehensive, nationally representative picture of current social attitudes.

High Theoretical Support, Serious Practical Obstacles

Quantitative data reveals that 72% of respondents explicitly favor companies that invest in sustainability practices and green innovations. At the same time, the survey highlights a sharp contradiction—a kind of action gap—between discourse and actual consumer behavior. Despite the high theoretical support for sustainability, 43% of respondents admit that, regardless of price, they remain reluctant or outright resistant to buying recycled products.

The consumer resistance to recycled goods is primarily driven by traditional perceptions of quality:

• 34% of respondents simply prefer completely new products.

• 30% express serious doubts regarding the durability and expected lifespan of items made from recycled materials.

• General distrust of recycled materials and a lack of transparency regarding processing procedures were mentioned as additional reasons.

Lack of Information and the Need for Consumer Education

According to Davi Bomtempo, CNI’s executive manager for environment and sustainability, the data clearly indicates that the transition does not depend solely on supply. “There is interest from society in more sustainable practices, but there are still barriers related to information, quality perception, and access,” he emphasized.

One of the most telling statistics in the research is that only 13% of Brazilians claim to thoroughly know and understand the concept of the circular economy. This knowledge gap explains why many consumers theoretically support sustainability, while 61% of the population cannot connect their own actions with actual environmental impacts during their purchasing decisions. Although many donate or repair items at the end of their life cycle (post-consumption), the improper, unsorted disposal of recyclable materials remains a systemic problem in Brazil.

Whose Responsibility is Environmental Protection?

When assessing the responsibility for preventing environmental pollution caused by products, respondents formed strong opinions, which also challenge both public administration and the private sector:

• 60% of the population believes it is primarily the task of municipalities and local city administrations to guarantee environmental protection.

• Only 14% consider industrial players and manufacturers to be the main responsible parties.

• 12% shift this role to the federal government.

The Response of Brazilian Industry and Future Policies

According to CNI’s position, the transition to a circular economy is a complex, systemic transformation that absolutely requires proper information flow, infrastructure development, the creation of a supportive regulatory environment, and the integration of the entire production chain—including waste collection cooperatives.

Recognizing this urgent need, CNI is pushing for the swift passage of Bill 1874/2022 (Projeto de Lei 1874/2022), which would officially establish the National Circular Economy Policy (PNEC). The professional organization argues that this legislation is essential for stimulating targeted investments, increasing the global competitiveness of the Brazilian national industry, and encouraging sustainable consumption practices supported by the state.

The fresh research results were officially presented at the “Corporate Leadership for the Future of Climate | COP31” event, held on June 1 in Rio de Janeiro at the FIRJAN headquarters. The meeting aimed to align the productive sector, the government, and financial institutions to prepare for the priorities of the global climate agenda and the COP31 climate summit to be held in Turkey in November.

References / Sources:

• Valor International: Survey shows 72% of Brazilians value circular economy

• National Confederation of Industry (CNI) – Official release: Portal da Indústria – Da compra ao descarte: como o brasileiro se relaciona com a economia circular 2026