The plastic pollution crisis of global proportions has forced the Fast-Moving Consumer Goods (FMCG) industry to do more than tinker with its linear consumption models; a move to circular economy paradigms is now imperative [cite: 30]. In this regard, refillable household products are an important means of curbing single-use packaging [cite: 30]. Yet for refill systems to be scaled effectively they must be embraced by the consumer at large, something that is not happening owing to entrenched structural and behavioral impediments [cite: 30]. We set out to examine these behaviors in a systematic fashion, looking at the cognitive as well as economic and logistical factors that drive the purchase decision [cite: 30]. Our mixed-methods approach was designed for thoroughness [cite: 30]. We put together quantitative data from 850 consumers in both urban and suburban areas via a structured survey and then triangulated those numbers with the qualitative perspective of 60 retail managers, sustainability proponents and shoppers in semi-structured interviews [cite: 30]. Statistical methods were applied to the quantitative side of the equation, from reliability tests to confirmatory factor analysis (CFA) and hierarchical multiple regression, to determine what carries more weight in prediction: environmental consciousness or convenience [cite: 30]. An examination of the interview transcripts by way of thematic content analysis turned up recurring issues of hygiene, the hassle of in-store refilling and the high cost of durable containers [cite: 30]. What the data show is a paradox of sorts: 88 per cent of consumers will profess strong environmental values but when it comes to adoption, convenience is king [cite: 30]. A hierarchical regression bore this out, showing a marked positive link between adoption and long-term cost savings (β = 0.54, p < 0.001) and a correspondingly negative one for any sense of logistical inconvenience (β = -0.48, p < 0.001) [cite: 30]. The conclusion is that FMCG brands and retailers can no longer count on environmental guilt to make their case [cite: 30]. To bring the consumer into the circular economy they have to put in place refill ecosystems of hyper-convenience and allay any notions about hygiene [cite: 30]. It is our hope this research will serve as a sound framework for sustainable retailing [cite: 30].