The study focuses on the adoption and facilitation of CE practices from an end-user perspective. The proposed research model is integrated into the "Customer Service Life Cycle (CSLC) framework," and it incorporates digital platform services such as requirement, acquisition, ownership, and circularity, which are expected to influence consumers' perceived value. The study will conduct a questionnaire survey to validate the model and test the research hypotheses using PLS-SEM. The findings are expected to reveal the impact of digital platform services on perceived value and the direct influence of circular economy awareness on purchase intention. The research findings have implications for both academic research and practical applications, shedding light on the impact of service functionalities on consumers' perceived value and purchase behavior in the circular economy digital platform context.