Drivers of Adoption of Reuse-On-the-Go Systems Among Low-Income Consumers in Kenya: Insights from Key Expert Entrepreneurs Using the Theoretical Domains Framework and COM-B Model

Luis Artavia-Mora^1,2,3*Rolph Droste¹Emile Schmitz¹Donatus Njoroge⁴Catherine Mwangi¹

• ¹Base of the Pyramid Innovation Center (Bopinc), Utrecht, Netherlands
• ²Erasmus Universiteit Rotterdam, Rotterdam, Netherlands
• ³Global Behavioral Strategies, The Hague, Netherlands
• ⁴Mount Kenya University, Thika, Kenya

Introduction: Reusable systems can reduce plastic pollution from single-use packaging in fast-moving consumer goods in the Global South. While both “at-home” and “on-the-go” models exist, the latter requires greater consumer effort, as users must regularly resupply products themselves. Adopting reusable-on-the-go (ROTG) systems is especially challenging for consumers in low-income markets who must balance tight budgets and survival pressures to meet basic needs. Although prior research has examined behavioral and structural drivers of reuse behavior on high-income contexts, evidence on ROTG adoption in low-income markets remains scarce. Method: Drawing on in-depth interviews with key expert entrepreneurs in the Kenyan reuse market, this study examines the behavioral and structural barriers and enablers shaping sustained adoption of reusable on the go systems among low-income consumers. Findings are mapped using the Theoretical Domains Framework and interpreted through the Capability–Opportunity–Motivation (COM-B) model to identify actionable leverage points for intervention design. Results: Sustained reuse-on-the-go behavior remains low despite high consumer awareness. Affordability emerges as the primary driver of adoption, while key barriers include fear of first-use, operational complexity, stigma, container costs, and limited access to resupply stations. Local promotional campaigns, economic incentives, user-friendly designs, and social influences (through word of mouth and social comparison) facilitate adoption. Younger and male consumers (under 35) are identified as early adopters, reflecting greater willingness and risk-tolerance to experiment with novel technologies. Conclusion: Consumers in low-income markets face distinct behavioral and structural constraints, making reuse strategies imported from high-income contexts ineffective without adequate localization. For policymakers and private sector actors, the findings show that affordability, convenience, dignity and trust are core design conditions rather than complementary features. Context-specific and behaviorally-informed interventions that align with consumers’ everyday realities are essential for scaling reuse systems and advancing circular economy transitions in the Global South.