How do we change what we can’t describe? A comprehensive Framework of User Behaviours in a materials circular economy.

Abstract

Transitioning to a circular economy is critical in reducing current unsustainable levels of resource extraction, consumption and throughput to waste generation. The circular economy literature to date has predominantly focused on the supply-side, particularly the design, production and supply of products and materials through circular business models. However, the ‘use’ stage of the value chain is critical in realising the benefits of upstream activities. While research on the role of circular consumption is beginning to emerge, there does not yet exist a clear and comprehensive picture of the set of behaviours that are required or desired of users in a circular economy. The lack of such a framework is an important gap to fill. To address this, the research adopted a collaborative, transdisciplinary approach engaging with a wide range of Australian circular economy stakeholders from across the public, private, research and civil society sectors. A comprehensive Framework of User Circular Behaviours was co-produced, contained 59 distinct user behaviours, clearly labelled and defined. Behaviours are organised according to their phase in user interaction with a product, and by their function in a circular economy. A comparison with existing models of user-consumer behaviour reveals both the greater breadth and depth of the Framework. In addition, a preliminary model of the inter-relationships between these User behaviours, and up- and downstream circular activities is provided. The benefits of new Framework are many. It can provide clarity to future discussions of User behaviours, be utilised to organise and accumulate evidence of barriers and enablers of these behaviours, and the interventions that work to change them, and be a foundation for connecting research on production/business models with researcher on consumers/users.