Drivers and Barriers to the Adoption of Circular Business Models in Small‐ and Medium‐Sized Enterprises: A Comparison Study Between Developed and Developing Economies

ABSTRACT Circular business models have become a crucial process in the environmental and social transition of developed and developing economies. Although small‐ and medium‐sized enterprises represent the majority of businesses globally and play a significant role in the economy, there remains a lack of empirical research on the drivers and barriers that they face when adopting circular business models. To address this gap, we conducted an empirical study with firms from France and Serbia, identifying similarities and differences between the two prototype contexts. Drawing on the institutional theory perspective, our research, inter alia, shows that firms from both economies adopt circular business models primarily for personal entrepreneurial reasons. However, although French firms first identify a specific need and then require governmental and regional support to materialize their circular business models, Serbian firms are more driven by market demand and face a lack of institutional financial support. Furthermore, the development of a specific sector and a new market constitutes the main barriers among French firms, whereas their Serbian counterparts face a lack of qualified employees and inadequate waste collection and public infrastructures.