Page 24 - Social_Sustainable consumerism

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Chapter 4

Consumerism in Circular Economy

4.1 Consumerism in Circular Economy

The circular economy proposes an economic and productive model based on sustainability and the saving
of resources and energy sources. Goods are produced, consumed, recycled, produced and re-consumed,
entering a circular life cycle. It is a recent and increasingly widespread concept based on economic
principles and other aspects such as the environment. In this way, the life cycle of products is extended.

In that sense, the concept of circular economy covers all stages of the product life cycle, from product
design and production process, through transformation and consumption to waste management, recycling
and reuse.You can learn more about Circular Economy in the Sutrainy Sustainability Guideline,
Environmental Field, Topic 3 Circular Economy.

Consumption in the context of the circular economy can be considered a form of sustainable consumption.
Sustainable consumption as a field of research investigates the relationship between consumption and
sustainable development, and the roles that consumers and other stakeholders play in that
relationship(Edward Elgar: Glos & Thogersen, UK, 2015; pp. 1–17).

Indeed, the circular economy is one facet of the new consumerism, which recognises that consumers are
reassessing their values and priorities and are increasingly focused on getting the most out of life. This isn’t
a selfish pursuit of happiness, but rather a behavioural change encompassing the desire for authenticity,
the search for wellbeing, the desire to live a freer, more simple life. We are seeing a range of interwoven
trends, sharing common drivers, which combine to impact on a whole range of industries.

4.2 Cause and effect relationship between consumer behaviour and the circular economy

The European Commission has been supporting the transition to a Circular Economy for some time, for
example by adopting the comprehensive Circular Economy Action Plan (A new Circular Economy Action
Plan For a cleaner and more competitive Europe, COM/2020/98 final) Many policy measures taken to date
have, however, solely focused on stimulating circular solutions from a production perspective, whereas
through their market power, consumers can significantly support or hamper a transition towards a circular
economy. A study led by London Economics and supported by Trinomics, VVA, Ipsos, and ConPolicy, acting
on behalf of the European Commission(European Commission, 2018, CHAFEA/2015/CP/01/LE), aimed to
fill that gap and provide insights into consumers’ engagement in the circular economy.