The Role of Consumers in Business Model Innovations for a Sustainable Circular Bioeconomy

Stephanie Lang (), Giulia Minnucci, Matthias Mueller and Michael P. Schlaile ()
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Stephanie Lang: Department of Innovation Economics (520i), University of Hohenheim, Wollgrasweg 23, 70599 Stuttgart, Germany
Giulia Minnucci: Department of Innovation Economics (520i), University of Hohenheim, Wollgrasweg 23, 70599 Stuttgart, Germany
Michael P. Schlaile: Department of Innovation Economics (520i), University of Hohenheim, Wollgrasweg 23, 70599 Stuttgart, Germany

Sustainability, 2023, vol. 15, issue 12, 1-19

Abstract: Over the last decade, various governments and supranational bodies have promoted the development of a circular bioeconomy (CBE) as a response to sustainability challenges. The transition towards a CBE requires the collaboration of different actors in the innovation (eco)system. With this conceptual paper, we apply a circular business model lens to address the research question: “ What are the archetypical roles of consumers in business model innovations for a sustainable CBE? ” We use a combination of complementary theories from the circular economy and bioeconomy literature, evolutionary innovation economics, sustainability transitions research, the business model literature, and the work on active consumers. Considering consumers’ agency as a continuum between the manufacturer-active paradigm and the consumer-active paradigm, we propose: (i) consumers in the manufacturer-active paradigm can actively influence circular business models with their purchase decision; (ii) consumers can act as lobbyists and influencers for circular business model innovation; (iii) in their different roles as customer, user, repairer, and reseller, consumers can incentivize organizations to adapt their business models to their needs; (iv) consumers can become key partners in the process of defining the normative orientation of the innovation paradigm for a CBE; (v) consumers can actively co-create value by means of co-ownership (e.g., through platform cooperatives).

Keywords: bioeconomy; circular economy; circular bioeconomy; business models; circular business models; consumers; consumer innovation (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:15:y:2023:i:12:p:9573-:d:1171028

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