The Pro-Circular Change Model (P-CCM)– Proposing A Framework Facilitating Behavioural Change Towards a Circular Economy

A Circular Economy is an economic and industrial system where resources are kept in use for as long as possible. This system is an alternative to the “take-make-use-dispose” path which is followed in many industries. Businesses can adopt a circular approach to production by implementing a range of alternative business models. These models require consumer acceptance, however there is currently a lack of knowledge and familiarity and with these models, which is preventing the development and adoption of a Circular Economy. There is little research on behaviour change with specific regard to the Circular Economy. This is due to the concepts’ multidisciplinary scope which makes data collection methods expansive and challenging.The Pro-Circular Change Model (P-CCM) is a novel theoretical framework, which uses a Theory of Planned Behaviour (TPB), Pro-Circular Values (P-CV) and Persuasive Communication (PC) to identify and influence behaviours that can support the development of a Circular Economy. For the purpose of the model, behaviours that are brought about due to the prioritising of resource-efficiency were defined as Pro-Circular.