Consumers in the circular economy

The circular economy is poised to transform economic systems and contribute to sustainable development. Most of the attention has focussed on how production can become circular via innovative business models, processes and products. However, although these solutions are required to inspire radical changes, the lack of demand for such offerings (both perceived and real) has been highlighted in literature as a significant barrier. Enabling such demand necessitates a deep understanding of the consumer and the processes by which consumption patterns, and the social practices they result from, are transformed. In this chapter, we first introduce consumer behaviours required in a circular economy and examine factors which may influence acceptance and adoption of circular products and services. We then describe some strategies and concepts for introducing circularity to consumers, in the form of business models, design and communications strategies, and finally we discuss some of the challenges of circular consumption.