From Clicks to Circular Behavior

To address today's environmental risks, the circular economy can help to establish new economic models that conserve resources and contribute to climate protection (EC 2020). While efforts often focus on production, consumption patterns are equally crucial for circular transformation (ibid). Fostering circular behaviors remains challenging, as behavior change requires overcoming entrenched routines and societal norms. Digital solutions have increasingly gained attention as tools to encourage more sustainable consumption behaviors. However, two challenges remain: first, most tools address only isolated phases of the consumption cycle - such as product scanning tools that support information acquisition - without supporting users holistically across acquisition, use, and return or disposal. Second, the growing number of separate apps and platforms risks overwhelming users, making it difficult to navigate and engage meaningfully with circular practices. From a circular consumption perspective, however, it is important to consider all phases of the product lifecycle to extend product lifespans, recover materials, and reduce emissions.Against this background, this research explores how digital tools can engage users comprehensively across the entire circular customer journey. Employing a design science research (DSR) approach, it proposes a mobile app that integrates circular strategies across several lifecycle stages. Further, the app seeks to bundle key functionalities within one platform and reach users at a critical touchpoint - when they are already considering disposal and thus more receptive to reuse, repair, or conscious acquisition alternatives.