The circular economy is poised to transform economic systems and contribute to sustainable development. Most of the attention has focused on how production can become circular via innovative business models, processes and products. Although these solutions are required to inspire radical changes, the lack of demand for such offerings (both perceived and real) has been highlighted in the literature as a significant barrier. Enabling such demand necessitates a deep understanding of the consumer and the processes by which consumption patterns, and the social practices they result from, are transformed.
 

The paper focuses on dimensions of behaviour change. These are:
 

• control;
• obtrusiveness;
• encouragement;
• meaning;
• direction;
• empathy;
• importance;
• timing;
• and exposure.

The paper also provides the main factors that influence the acceptance and adoption of specific circular solutions. These factors include demographic, psychological, economic, and cultural factors as well as socio-material conditions.
 

After introducing consumer behaviours required in a circular economy and examining factors that may influence acceptance and adoption of circular products and services, this paper describes strategies and concepts for introducing circularity to consumers, in the form of business models, design and communications strategies. Finally, it discusses some of the challenges of circular consumption.

This paper provides concepts that are important to facilitate the acceptance and adoption of communication design strategies adapted to consumer factors. These include contamination disgust, ownership, quality, and peer testimonials, amongst others. These strategies may be interesting for cities and regions seeking information on how to engage with consumers and aiming to facilitate the acceptance of local Circular Systemic Solutions.