Assessing Consumer Awareness and Knowledge Gaps in Circular Construction: Evidence from Ghana

Abstract

Consumer awareness of circular construction (CC) remains a critical barrier to achieving sustainable housing and climate goals in Ghana, as limited understanding and persistent misconceptions weaken the demand for circular solutions. This study aimed to assess consumer awareness of CC, identify key knowledge gaps and perceived barriers, and examine demographic variations in awareness among urban housing decision-makers in Ghana. A structured questionnaire was developed from established CC literature, validated through expert review and pilot testing, and administered to 200 adult respondents using stratified random sampling in four cities. Data were analysed using descriptive statistics, Relative Importance Index rankings, Kruskal–Wallis tests, and thematic analysis. The results indicate that awareness of CC in Ghana is modest and uneven. Respondents showed moderate familiarity with cost-saving potential, environmental certifications, and carbon reduction benefits; however, their understanding of lifecycle benefits, material reuse principles, long-term economic advantages, and policy frameworks remained limited. The most influential barriers were concerns regarding the functional adequacy of CC buildings, perceived maintenance demands, technological complexity, market immaturity, and doubts about the durability of the recycled materials. Information deficits and cost-related concerns were ranked comparatively lower. Nevertheless, qualitative responses revealed ongoing anxiety about perceived high costs, highlighting a gap between recognised long-term savings and perceptions of short-term affordability. Awareness varied by age, education, and work experience but not by gender, occupation, housing, or city. By identifying these knowledge gaps, this study shows how awareness affects CC attitude and adoption. The findings guide policymakers in strengthening CC uptake in Ghana's built environment.