The strong dependence on finite resources increases research interest in a circular economy-oriented food system. Building on the theory of planned behavior, this study examines the factors influencing actors in the Ecuadorian fruit and vegetable sector to transition towards a circular economy. Data are collected through an online questionnaire comprising 22 items related to an extension of the theory of planned behavior and 9 organizational characteristics. In total, 306 firms in the fruit and vegetable sector were surveyed. Confirmatory factor analysis and a structural equation model evaluated data fitness and tested the research hypotheses. An analysis of variance tested differences across firm types and chain stages. Results show that the intention to move towards a circular economy is strongly affected by the perceived behavioral control of actors, followed by attitude and social pressure. Although interorganizational coordination is of less influence for behavioral intention, it positively affects actors' perceived control. The results show that beliefs essentially drive circular economy intention. Moreover, large companies put more faith in their own abilities, knowledge and resources, while SMEs rely on the quality of business relationships to participate in a circular economy.