Consumer Touchpoints with Circular Economy Strategies: Insights from the Household Perspective
(A2026-134141)

AUTHORS

Marie Tebel, Kiel University; Marie Berner, Kiel University; Stefan Hoffmann, Kiel University

ABSTRACT

This study explores how households perceive and implement circular economy (CE) strategies, focusing on nine R-strategies across three levels: Buy less and use smarter, Extend product life, and Use waste as a resource. Semi-structured interviews combined with a “game” revealed that while all households were familiar with CE, understanding of specific strategies was limited. Interestingly, initial associations with CE were strongest for the third level, yet households felt they had the least influence there. Non-food products, particularly clothing and technology, received the most attention due to longer lifecycles and existing infrastructure, whereas areas like furniture were largely overlooked. Findings highlight practical and structural barriers to CE engagement and suggest that targeted communication, infrastructure, and policy support are needed to enhance household participation and promote a sustainable transition.