Circular Consumption as a System of Interlinked Practices and the Implications for Normalizing Circularity

While research on circular citizen practices has increased, studies have focused on isolated practices, without considering how bundles of circular practices can accelerate or hinder the sustainability transition. To fill this gap, we conducted 20 semi-structured interviews with pioneering citizens in Finland who had adopted a variety of circular practices. Due to the eco-influencer and eco-activist backgrounds of our interviewees, we paid special attention also to the social dimension of implementing circular consumption. First, our results introduce a more nuanced categorization of connections between practices, including preceding, complementary, facilitating, co-existing and conflicting connection types. Second, our results illustrate how lower end practices, such as sorting and recycling, could facilitate sufficiency-oriented consumption. Third, our results reveal that citizens also participate in circular value creation by acting as positive examples and in this way further normalize circular practices. Thus, we present “reaching out” as a value retention strategy of its own in a CE, performed by citizens, and one that facilitates all other circular practices. Our research contributes to a more holistic understanding of circular consumption by demonstrating the complexities and interdependencies of various citizen-led practices and emphasizes the active role of citizens in the circular economy transition through social influence. Our study offers insights for policymakers on how to better support and catalyze circularity by considering the interconnected nature of circular practices and the importance of social normalization.