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

Author

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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
    Department of Economics, University of Insubria, Via Monte Generoso 71, 21100 Varese, Italy)

  • Matthias Mueller

    (Department of Innovation Economics (520i), University of Hohenheim, Wollgrasweg 23, 70599 Stuttgart, Germany
    Department of Economics, University of Insubria, Via Monte Generoso 71, 21100 Varese, Italy
    Flying Faculty, Department of Economics, Turkish-German University, Şahinkaya Cad. 106, 34820 Istanbul, Turkey)

  • Michael P. Schlaile

    (Department of Innovation Economics (520i), University of Hohenheim, Wollgrasweg 23, 70599 Stuttgart, Germany
    Department of Economics, University of Insubria, Via Monte Generoso 71, 21100 Varese, Italy
    Flying Faculty, Department of Economics, Turkish-German University, Şahinkaya Cad. 106, 34820 Istanbul, Turkey
    Research Area 2 “Land Use and Governance”, Leibniz Centre for Agricultural Landscape Research (ZALF), Eberswalder Str. 84, 15374 Müncheberg, Germany)

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).

Suggested Citation

  • Stephanie Lang & Giulia Minnucci & Matthias Mueller & Michael P. Schlaile, 2023. "The Role of Consumers in Business Model Innovations for a Sustainable Circular Bioeconomy," Sustainability, MDPI, vol. 15(12), pages 1-19, June.
  • Handle: RePEc:gam:jsusta:v:15:y:2023:i:12:p:9573-:d:1171028
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