Sustainability in the automotive sector and appropriate end-of-life (EOL) management options for car tyres are important and constitute global issues. There is currently an oversupply of EOL tyres and the potential of circular economy (CE) tyres and for bio-based (BB) tyres warrants further investigation. Likewise, BB and CE tyres might be an interesting approach to improve the overall sustainability of the tyre life cycle. Research on drivers for the acceptance of CE and BB tyres is currently missing. In 1989, a socio-economy model was created to understand the acceptance of various products. This model is still popular in many areas but does not address sustainability questions of the 21st century appropriately. This article aims to provide a better understanding of the factors which drive acceptance of sustainable tyres. It presents an acceptance model and related influence factors in three areas: variables related to the consumers, perceived product characteristics and stimulating moderator variables. The third aspect refers in particular to labels and certification influencing consumer views on existing product characteristics. This article ends by discussing how availability of such labels could be promoted through eco-labelling of tyres and related standardization, addressing the industry and policy makers to make the automotive sector more sustainable.

According to the United Nations, the consumption of materials is expected to double between 2020 and 2050. At the same time, annual waste generation is forecast to increase by 70% by 2050. The circular economy (CE) addresses this problem. However, many barriers to the further development of the CE exist. This article analyses the situation of public procurement in supporting a sustainable CE for tyres in Germany based on 18 interviews with public procurement professionals directly responsible for the purchase of tyres and four additional expert interviews. Based on the dimensions ‘current circular public procurement (CPP) intensity’ and ‘current CPP opportunities’, a classification of tyre procurement situations and barriers to sustainable circular tyre procurement is presented. Strategies to overcome these supply-side and demand-side barriers are specified, resulting in nine recommendations for German policymakers. As a way forward, a detailed concept for a pilot project on tyre CPP is provided. The article also shows how the circular public procurement classification can be used to support sustainability measures in a broader context. Finally, the article’s outlook focuses on implications to promote sustainable circular tyre procurement in other countries. It explains different framework conditions and elaborates to what extent additional research is necessary to develop appropriate recommendations for those conditions.

By using its purchasing power to procure environmentally friendly goods and services, the public sector can significantly contribute to sustainability in production and consumption. The sector’s support is also needed for the development of a circular economy (CE), but the absence of a suitable procurement practice often constitutes a barrier. A pressing example for a global need to develop the CE further exists in the tyre context. By the end of 2030, the number of end-of-life tyres (ELT) is expected to rise significantly. This article analyses the role and situation of public procurement and the necessity of quality infrastructure elements to support a sustainable tyre CE in the European Union’s member state Germany. It relies on a multiple case case study-based Grounded Theory approach and 22 interviews with public procurement professionals. Five types of barriers for sustainable circular tyre procurement were identified, concerning regulatory, technical, social, market, and ecological aspects. Possible strategies to overcome them were developed, leading to 14 recommendations for German policymakers and public procurement organisations. In particular, the recommendations focus on the two quality infrastructure elements ‘standards’ and ‘labelling’, with four standardization aspects and eight labelling topics in total.