Circular economy business models as context-forging opportunities: the role of circular managers in driving sustainable innovation in emerging markets

This research investigates how circular business managers develop, innovate, and implement circular economy business models (CEBMs). We apply the COM-B model as an analytical lens to identify key factors that drive CEBM development, innovation and implementation in an attempt to offer context-forging opportunities to facilitate more sustainable consumption behaviours. Based on semi-structured interviews with circular business managers in Brazil as emerging economy context, nonparticipant observations, and documentary analysis of secondary data, we explore CE managers’ motivation, capabilities and the opportunities presented to them, and how these drive CE ambitions. Findings underscore the both crucial and emerging role of circular managers and their influence on CEBMs as context-forging opportunities that can operate as pivotal agents in both enabling and encouraging consumers to enact sustainable behaviours. We conclude that CEBMs are essential for advancing cleaner production and consumption, as they introduce new approaches to doing business, producing, and consuming.