Application of Circular Economy Principles in Women’s Entrepreneurship: The Case Of Serbia

This study explores the application of circular economy (CE) principles among women entrepreneurs in Serbia. Using survey data from 35 women-owned enterprises collected in 2024, the research analysed awareness, adoption patterns, and key drivers of CE implementation through Spearman’s rho correlation and descriptive statistics (IBM SPSS v29). Findings reveal high awareness of CE principles but modest practical adoption, mainly in waste reduction, reuse, and renewable material use. No significant link was found between enterprise size and CE adoption, suggesting that firm size does not determine circular engagement. Managerial mindset, environmental commitment, and consumer expectations emerged as the strongest motivators, while limited technical knowledge and financing remain major barriers. The study contributes to understanding gendered entrepreneurship in sustainability contexts and calls for targeted CE training, access to green financing, and stronger institutional support to advance women’s participation in the circular transition.