Consumer activation in circular economy: Towards an understanding of implementing upcycling as a means to establish a circular business model
Authors
Jepsen, Anita Toft ; Andersen, Sisse Vestergaard ; Pedersen, Anne Brandt
Term
4. term
Publication year
2018
Submitted on
2018-05-30
Abstract
Denne afhandling undersøger, hvordan små og mellemstore virksomheder kan komme ind i den cirkulære økonomi ved at aktivere forbrugere i upcycling-processer. Med udgangspunkt i behovet for at bevæge sig væk fra den lineære “take–make–dispose”-logik gennemføres et komparativt casestudie af to danske virksomheder: Aage Vestergaard Larsen A/S (B2B) og Better World Fashion (B2C). Undersøgelsen kombinerer indholdsanalyse af sekundære kilder med semistrukturerede interviews med de to direktører samt tre fagpersoner inden for cirkulær økonomi og forretningsmodeller. Den teoretiske ramme bygger på tre byggesten fra Business Model Canvas: nøgleaktiviteter (upcycling og forandringsledelse), nøgleressourcer (ressourceeffektiv og renere produktion samt produktlivscyklus) og nøglepartnere (co-creation). Casene bruges som referencepunkter for lignende virksomheder og peger på praktiske fokusområder: 1) vælg materialer med omtanke; 2) integrér cirkulære principper og upcycling på en måde, der passer til virksomheden; 3) etabler effektive take-back-ordninger; 4) opbyg et stærkt brand og en tydelig vision; 5) skab robuste co-creation-platforme; og 6) opbyg tillid og loyalitet hos forbrugerne. Et centralt resultat er, at forbrugeraktivering i cirkulære forretningsudviklinger ikke nødvendigvis adskiller sig markant fra traditionel forbrugeraktivering, men at velfungerende take-back-systemer er afgørende, fordi målet er at få forbrugerne til at returnere brugte produkter, så materialer forbliver i lukkede kredsløb.
This thesis explores how small and medium-sized enterprises can enter the circular economy by activating consumers in upcycling processes. Motivated by the need to move beyond the linear “take–make–dispose” model, it presents a comparative case study of two Danish firms: Aage Vestergaard Larsen A/S (B2B) and Better World Fashion (B2C). The study combines content analysis of secondary sources with semi-structured interviews with both CEOs and three informants in circular economy and business models. The theoretical framework draws on three building blocks from the Business Model Canvas: key activities (upcycling and change management), key resources (resource efficient and cleaner production and product life cycle), and key partnerships (co-creation). Using the cases as reference points for similar companies, the study highlights practical considerations: 1) choose materials carefully; 2) integrate circular principles and upcycling in ways that fit the company; 3) establish efficient take-back systems; 4) build a strong brand and clear vision; 5) create robust co-creation platforms; and 6) foster customer trust and loyalty. A central insight is that consumer activation in circular business development may not differ markedly from traditional approaches, but effective take-back systems are essential, as the primary objective is to motivate consumers to return used products so materials remain in closed loops.
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