Elevating consumer engagement in a circular economy: a framework for cities to plan the process

Transitions to circular economy in cities require fundamental changes in consumer behaviour. At present, the literature on circular economy is almost uniquely focused on systems and technologies, while actors, and more specifically consumer role in the transition, are poorly understood. The chapter attempts to close this gap by exploring how consumer engagement towards a circular economy can be accelerated. It first identifies solution pathways centred on the three types of consumer practices that form the consumption sequence - product purchase, product use and End-of-Life product management. Then it highlights the different types of innovations that promote transition to circular economy, termed circular innovations, which can include products, services, processes and schemes that seek to be embedded in each of the three types of consumer practices. Next, it distinguishes the drivers and barriers that support or hinder consumer adoption to arrive at policy recommendations. Finally, based on these findings, the chapter develops a strategy framework to strengthen consumer engagement and illustrates it with the case of Amsterdam, a front-runner in circular economy.