“…The result indicates, among others, that understanding is significantly and positively associated with consumers' uptake of circular plastic economy (CPE) innovations. This supports hypothesis H1, in consonance with previous innovation studies which identify active knowledge search and understanding as predictors of innovation uptake (Maina et al, 2021;Ricci et al, 2021). We argue that functional understanding of a new technology is especially important for the adoption of CPE innovation in the light of the collective inertia associated with the linear economy lock-in.…”