Revolutionizing waste management: Harnessing citizen-driven innovators through open innovation to enhance the 5Rs of circular economy

This study investigates how citizens with characteristics aligned with the circular economy utilize internal and external knowledge networks to enhance their practices in the 5Rs—Repair, Reduce, Recycle, Reuse, and Rot—within emerging markets, specifically in Thailand. These 5R principles are essential for reducing waste and extending resource lifecycles, which are critical elements of sustainable environmental management. By integrating individual knowledge sources with external networks, this article identifies effective strategies for advancing awareness and engagement in waste management. The survey-based analysis reveals that Thai citizens predominantly rely on prior experience and peer advice to navigate waste management challenges. Importantly, researchers quantify the impact of such practices, showing that substantial experience with the 5Rs significantly correlates with improved waste management capabilities (β = 0.519, R² = 0.498, MSE = 0.446). This demonstrates that experience accounts for nearly half of the variance in waste management capability. However, the diversity of external knowledge sources alone, without deep technical competence and practical application, does not markedly enhance waste management outcomes. These findings emphasize the need for strategies that prioritize practical experience and skill development in waste management, suggesting that enhancing individual and collective experience with the 5Rs can significantly contribute to achieving sustainability goals. The results advocate for the scalability of the 5Rs across different community settings, offering a framework for other emerging markets striving to integrate circular economy principles into everyday practices.