Concealing Circular Convictions: Exploring whether Signaling of Moral Judgment Suppresses Ethical Voice in the Circular Transition

The transition to a circular economy is essential for sustainable development, yet progress remains slow in sectors dominated by linear norms. Circular advocates—sector members who privately endorse the circular transition—could serve as insider social change agents by voicing their endorsement. Yet, such ethical voice often carries interpersonal risks. Using a mixed-methods approach in the Dutch construction sector, we examine whether these risks stem from fears of signaling moral judgment, making the barriers to ethical voice distinct from general voicing concerns. We also examine whether visible minority support mitigates these fears and empowers voice. Study 1, a thematic analysis of 61 interviews, reveals that advocates perceive voice to risk telegraphing a message of moral judgment, and frequently temper or reframe their circular preferences in pragmatic, morally neutral terms instead to avoid stigma and backlash. Study 2, an online experimental study, shows that minority support nearly doubled voice likelihood, highlighting its legitimizing function. While anticipated signaling of moral judgment did not directly suppress voice, it significantly undermined private endorsement of circular values. This suggests that fear of appearing morally judgmental may not silence current advocates but may prevent others from identifying as one. The study contributes to understanding micro-level barriers to the circular transition by uncovering a key psychological mechanism—moral judgment—that may help explain why circular norms struggle to gain traction in traditionally linear sectors. Moreover, these findings advance the literature on ethical voice by highlighting the reputational dilemmas faced by morally motivated change agents. This study was supported by the Dutch Research Council (NWO) under the TranCiBo research program (Grant number: 40319213) and the Faculty of Social Sciences at Vrije Universiteit Amsterdam (Grant number: 264000) unknown