["Business Strategy and the Environment, EarlyView. ", "\nABSTRACT\nTechnological change and the increasing use of electronic devices have made electronic waste one of the fastest‐growing waste streams worldwide, posing significant environmental and social challenges. Thus, understanding consumer behaviour regarding the purchase, use and disposal of electronic products is key to developing effective circular economy strategies. This study aims to investigate the determinants of purchasing decisions, replacement habits and end‐of‐life management of electronic devices by Italian consumers, with a focus on generational and gender differences. An online questionnaire with 407 respondents was administered, and the data were analysed using statistical tests, principal component analysis and K‐means clustering. The results highlighted a good level of environmental awareness, not always accompanied by consistent behaviour. Only a minority of consumers knew where to dispose of end‐of‐life devices (29.48%), resulting in domestic accumulation (53.04%). However, growing attention to product repairability emerged, alongside greater confidence in the refurbished market compared to the second‐hand market. From a generational perspective, young people showed interest in design and innovation, but less responsibility in disposal, while older age groups were more aware and informed. Finally, economic incentives emerged as the most effective measure for guiding sustainable behaviour (30.71%). Distinct behavioural patterns and motivations were found across consumer groups, requiring differentiated strategies: educational initiatives for younger individuals, economic incentives for those with limited resources and premium programmes for eco‐conscious consumers. The results suggest that effective policies to reduce electronic waste should integrate incentives, targeted information campaigns and enhanced collection infrastructures, fostering responsible consumption and greater citizen engagement in circular economy practices.\n"]