What Is the Customer Value of the Circular Economy? Cross-Industry Exploration of Diverse Values Perceived by Consumers and Business Customers

Leena Aarikka-Stenroos, Martina Don Welathanthri and Valtteri Ranta
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Leena Aarikka-Stenroos: Unit of Industrial Engineering and Management, University of Tampere, Korkeakoulunkatu 7, 33720 Tampere, Finland
Martina Don Welathanthri: Unit of Industrial Engineering and Management, University of Tampere, Korkeakoulunkatu 7, 33720 Tampere, Finland
Valtteri Ranta: Unit of Industrial Engineering and Management, University of Tampere, Korkeakoulunkatu 7, 33720 Tampere, Finland

Sustainability, 2021, vol. 13, issue 24, 1-18

Abstract: A growing number of companies provide CE products, technologies, services, and solutions, and similarly, an increasing number of researchers have analyzed sustainable and CE business models providing knowledge about CE technology businesses. However, this research has focused almost solely on the providers’ perspective on CE business and offerings, remaining silent on the customer perspective. Therefore, this study contributes by focusing on the customer value of CE innovations and solutions, conducting an explorative qualitative multiple-case investigation among customers of diverse CE businesses, and mapping diverse customer value dimensions, including economic, functional, emotional, and symbolic, and comparing them as perceived by consumer and business customers. The findings show that the functional value of CE offerings dominates. We develop conceptual maps for CE customer value for a theoretical understanding of the CE from the customer perspective and provide insights for managers to assert the value of their CE solutions.

Keywords: circular economy; innovation; customer value; business model; qualitative multiple-case study; value dimensions (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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