“…Making the existing production and consumption patterns more circular includes a broad spectrum of challenges from minimizing the environmental impact of production and ensuring effective reuse and recycling of products to introducing social interventions that align consumer behaviour with the principles of the CE (Bocken, Olivetti, Cullen, Potting, & Lifset, ; Geissdoerfer, Savaget, Bocken, & Hultink, ; Ghisellini, Cialani, & Ulgiati, ; Zucchella & Previtali, ). Pro‐CE eco‐innovations (or circular eco‐innovations [EIs] from here onwards) is a term used to refer to EI that target recirculation of resources in loops of reuse, recycling, and renewal (De Jesus & Mendonça, ), and they are crucial in the resolution of environmental challenges (Zubeltzu‐Jaka, Erauskin‐Tolosa, & Heras‐Saizarbitoria, ).…”