Pushing Forward the Transition to a Circular Economy by Adopting an Actor Engagement Lens

Abstract

Circular business models (CBMs), such as product-service systems, are rapidly gaining traction in light of a transition to a more circular and sustainable economy. The authors call for a new approach to inform and guide the development and adoption of these CBMs. The main reason is that different actors in the service ecosystems or networks linked to these business models—such as firms, customers, and governmental bodies—may be reluctant to join or even impede the transition to a circular economy. Based upon an abductive analysis of 133 CBM papers with the Motivation-Opportunity-Ability (MOA) framework as organizing structure, the authors theorize about how to achieve “circular economy engagement” ( i.e., an actor’s disposition to embrace CBMs). Specifically, they highlight and illustrate the role of (1) signaling and convincing as motivation-related practices, (2) matching and legitimizing as opportunity-related practices, and (3) supporting and empowering as ability-related practices. The authors provide illustrative cases for each of these practices along with a discussion of the theoretical and practical implications and the remaining challenges—all with the key aim to push the transition to a circular economy forward.

SDG commentary: service ecosystems with the planet - weaving the environmental SDGs with human services

“…An aim of service ecosystems should therefore be to reduce consumption and exploitation of limited natural resourcesas well as to develop resilience to damage to these resources such as climate change (Field et al, 2021). This is aligned with a circular business models perspective that close resource loops and reduce the burden on natural resources (Verleye et al, 2023).…”

Circular service management: toward conceptual understanding and service research priorities for a more sustainable future

“…The authors argue that sharing businesses can realize their economic and circular potential by engaging customers. This is further discussed in an article in the Journal of Service Research by Verleye et al (2023), zooming in on circular business models and actors (customers, firms, public service providers and governmental bodies) being reluctant to join the transition to circularity. The authors theorize about how to achieve "circular economy engagement" and highlight motivation-related, opportunity-related and ability-related practices.…”

“…However, aside from a few notable exceptions (e.g. De Bruyne and Koskela-Huotari et al, 2023;Verleye et al, 2023), few articles with an explicit focus on circularity can be found in service journals. Research on the sharing economy, for example, does not focus on its circularity principles (see Henry et al, 2021 for an overview), while many customers do not put in their best effort to maintain the shared resources (such as cars or bikes), challenging resource lifecycles.…”

“…De Bruyne and Verleye, 2023; Koskela-Huotari et al. , 2023; Verleye et al. , 2023), few articles with an explicit focus on circularity can be found in service journals.…”

Sustainable Service

“…They formulate a research agenda for CE ecosystems. Verleye et al, 2024 use an abductive analysis of circular business model papers to develop theories to achieve CE engagement. They identify specific strategies and provide illustrative cases for each.…”