This Major Research Project (MRP) explores how we might shift mainstream consumption patterns as we transition towards the Circular Economy. The research methodology combined primary and secondary research.

The research identifies essential circular consumption behaviour patterns, motivating drivers for choosing the behaviours, and barriers that may hinder adoption if not addressed. Strategies and case studies for cultivating and accelerating new social norm conditions and external contexts necessary to foster and support circular patterns of consumption are also examined. Finally, consumer engagement strategies and recommendations are proposed as guidance for organizations transitioning into circular modes of value exchange or business models, and for policy makers and advocates looking to support the circular economy transition.