CE4ALL – Circular economy for all – Incentives, enablers and inhibitors for sustainable consumption

Status

Completed (01/2022 – 09/2022)

Starting point / motivation

Climate change, environmental pollution as well as resource scarcity make it inevitable to transform our previous linear economic system, which can be characterised by the catchwords "Make, Use, Throw away", into a circular system with a focus on "Reduce, Reuse, Recycle" - i.e. a circular economy - and thus also to make the "sustainability concept", which is meanwhile often used in a somewhat inflationary manner, more tangible for the population.

Technical solution approaches such as recycling methods or the use of waste products from one sector of the economy as a valuable resource for another sector have been increasingly considered, especially in recent years. 

However, consumer behaviour and inclusion aspects related to the circular economy have received little focus, as they need to be considered in a far more differentiated way. Without appropriate consumer behaviour, however, the concept of the circular economy cannot be effectively implemented. Therefore, suitable milieu-specific measures are needed to specifically change consumption behaviour in the direction of circularity.

Contents and goals

Based on an analysis of the currently prevailing milieu-specific consumption behaviour and taking into account inclusion aspects, the CE4ALL project aims to identify both incentives and enablers for strengthening the circular economy and to uncover inhibitors.

Methods

For this purpose, the R-strategies of the circular economy are integrated with the circular economy-relevant product groups and the milieus in a multidimensional mapping in a novel framework, the Circular Economy Cube. For each sub-cube, i.e., for an R-strategy, a product group and a milieu, this represents the affinity (circularity score) to promoting the circular economy.

For the sub-cubes possible measures for changing consumer behaviour and strengthening the circular economy affinity are elaborated. Methodically, these are developed from the literature as well as from focus groups and expert panels and tested for their acceptance and effectiveness in a survey representative for Austria.

The effect of behaviour-changing triggers is quantified and validated with the help of statistical models. The compatibility and Austria-wide representativeness of the survey results with the dimensions of the developed Circular Economy Cube make it possible for the first time to locate the sector- and target group-specific potential for the application of circular economy strategies in relation to the entire Austrian population.

Expected results

The results of the survey combined with the findings from the focus groups and the expert panel result in milieu-specific measures and recommendations for action to change consumption behaviour towards strengthening the circular economy, as well as implications for consumption and RTI policy in order to make the concept of the circular economy the predominant and accepted system. Key findings are the importance of both the known opportunities for and the existing capabilities to apply circular economy strategies from a consumer perspective.

The influence of a person's affiliation to the milieus of society has turned out to be not very clear-cut, whereas the ability to make ends meet with the available income does have an influence on the affinity to the circular economy. In addition, nudges have in part produced good results in encouraging appropriate behaviour, such as the repair bonus, which is already used in practice, or defaulting, i.e., for example the pre-selection of the sharing option.

On the basis of the insights gained in the CE4ALL project, initial target group-specific measures can be derived to strengthen circular economy-supportive behaviour among consumers. Further research should also be dedicated to other product groups as well as to the impact and interaction of linked measures.

Project management

Alexandra Anderluh, St. Pölten University of Applied Sciences

Project partners

tbw research GesmbH

St. Pölten University of Applied Sciences
Campus-Platz 1
A-3100 St. Pölten
Tel.: +43 (676) 847228-481
E-Mail: alexandra.anderluh@fhstp.ac.at
Web: mobility.fhstp.ac.at