Resumo

Circular Economy has been seen as an alternative to pave the way to achieve sustainability (Ciani et al., 2016). Shifting to a CE logic requires eco-innovations to close products lifecycle, get valuable products to others from waste and solve the needs of environmental resilience despite the tendency toward economic growth (Prieto-Sandoval et al., 2018). Consumers have a major role, and the paradigm shift depends on their participation and acceptance. However, their willingness to participate in this change is one of the biggest gaps on CE studies (Borello et al., 2016).

Research regarding consumption in the context of CE showed that studies have been developed through different approaches, but the majority of studies of consumption uses an utilitarian approach, through the Theory of Planned Behavior. Although successful in creating awareness, TPB have modestly influenced individuals’ behavioral changes (Vecchio & Cavallo, 2019). Thus, this theoretical essay aims to contribute to the gap regarding consumer studies in the Circular Economy context by recommending a theoretical way that could be further explored in order to advance in the knowledge of the field.

The major literature on the circular economy seems to focus on the production side, and very little attention has been given to the consumption. Despite that, consumers have a key role in the context of CE (Camacho-Otero et al., 2018) because they can have an active role for environmental change, adopting social practices and, thus, contributing to the achievement of a sustainable system. There's a need for other interventions to incentivate consumers to have behavioral changes towards the CE and Nudge Theory may be a way to advance in the knowleadge of the field (Sunstein, 2016).

The use of nudges to carefully guide people's behavior in a desirable direction without restricting their choices has been seen as a strategy to arrange the choice situation in a way that makes desirable outcomes the easiest/most attractive option. Nudging opens the possibility to suggest policy tools that can contribute to sustainable consumption (Thaler & Sustein, 2008). It seems a good opportunity to complement the works developed through TPB by searching for understanding on the other side of the decision-making process: the non-conscient part.

In this theoretical essay, we argued that Nudge Theory is an appropriate lens for studying consumer behavior of eco-innovative products in the Circular Economy (CE) context. We conclude that both CE and the Nudge Theory are relevant to the present moment and have several possibilities of development. The exploration of consumption of eco-innovative products in the context of CE through the Nudge Theory lens can help to fill practical and theoretical gaps, resulting in valuable outcomes that encourage and find possible ways to transitioning to a more sustainable system.

Borello, M. et al. (2016). The Seven Challenges for Transitioning into a Bio-based Circular Economy in the Agri-food Sector. Camacho-Otero, J. et al (2018). Consumption in the Circular Economy: A Literature Review. Ciani, A. et al.(2016). Circular Economy and Sustainable Rural Development. Prieto-Sandoval, V. et al. (2018) Towards a consensus on the circular economy. Vechio, R., Cavallo, C. (2019). Increasing healthy food choices through nudges: a systematic review. Thaler, R, Sustein, C. (2008). Nudge: improving decisions about health, wealth, and happiness.