Communication Approaches Towards Consumers in a Circular Economy

In an effort to escape the linear path, products are increasingly being designed and produced using circular principles. There is however still an evident gap between consumers’ stated value for preserving the environment and their willingness to act in practice. In order to change this, the active communication of circularity features along the product life cycle is crucial. Leveraging psychological factors in communication, such as evoking positive emotions or reforming habits, is one promising way of nudging consumers towards buying circular products and closing the gap.

The report explores the role of psychological factors in the communication of circular product attributes during the three main life cycle stages: production and distribution, usage, and end-of-life.