Towards a hierarchy of consumption behaviour in the circular economy

Abstract

In their roles as purchasers, users and dischargers of used products, consumers play an important role in the circular economy. In this article, we put forward a ‘hierarchy of consumption behaviour’ to support European Union policymaking. Among the priorities are avoiding the purchase of single-use and unnecessary products, prolonging the lifetime of products through maintenance and engaging in repair activities. Moreover, the hierarchy intends to privilege sharing and leasing to buying and second-hand products to new ones. Finally, consumption in the circular economy also requires allowing products to re-circulate. Changing consumption patterns is difficult insofar as they are largely determined by the paradigm upon which our economy is built and are enabled by the existing legal framework, most notably European Union consumer law. The article contains concrete recommendations to develop European Union law and promote the proposed hierarchy.

Let’s Talk about Circular Economy: A Qualitative Exploration of Consumer Perceptions

“…The previously identified observation by [6] that limited consumer interest and awareness threaten the further progress of the CE could be seen as a starting point for this study. Other studies [5] subscribe to this point of view. This study adds to this research by exploring the obstacles and barriers of consumers with regard to a CE in general and to seven practice cases in production and consumption more specifically, which helps to better understand consumers and provides insights that are helpful in the development and promotion of CE innovations.…”

“…Until now, the consumption side has received less attention than the production side both theoretically and in practice, but several recent studies have underlined the importance of consumers and consumption in the further development of a CE [4]. Consumers have roles in a CE as purchasers, maintainers, repairers, sellers, sharers, collaborators, and waste discarders [5]. These consumer positions within a CE and the importance of their active involvement to achieve the CE goals contrast with the current situation that is characterised by a lack of consumer awareness and acceptance (see, e.g., [4,6]).…”

“…Consumption is likely to change with respect to what consumerism and consumer goods mean to consumers, how consumers perceive consumption, and how consumption will evolve in terms of patterns and practices as well as consumption levels (e.g., reducing and refusing overconsumption, rethinking throwaway habits, avoiding conspicuous consumption, and living with less) [9]. Specifically, consumers must expand their traditional roles as individuals who buy and use goods (e.g., reusing, repairing, refurbishing, remanufacturing, recycling) to include new consumption forms, such as peer-to-peer transactions, sharing, borrowing and leasing [5,10,11]. According to [4], the meaning of consumption is changing.…”

“…However, we do not know the possible negative and positive effects of having a well-known concept of a CE. A clearer marketing of CE initiatives could be helpful in driving consumer behaviour, but it might also have a negative impact, for example, if a CE cannot be clearly defined (e.g., the EU lacks a formal definition, according to [5]) or if the concept is not considered reliable.…”

Sufficiency Business Strategies in the Food Industry—The Case of Oatly

“…In answering RQ1, this research developed a conceptual framework for sufficiency based on a literature and practice review and the case of the food company Oatly. This framework draws on the higher strategies in the waste hierarchy, identified as core strategies for sufficiency [3] and sustainable consumption [71] later linked to environmentally preferable but overlooked strategies in the Circular Economy [28,72]. To practice, it contributes a framework for companies to evaluate viable sufficiency strategies.…”