A Design‐Led Study on the Coupling of Human Wellbeing and Circular Consumer Experiences

ABSTRACT This paper reports on an exploratory design‐led case study on how to achieve a stronger coupling of human wellbeing and material resource flow as a strategy to contribute to reducing textile consumption for the Circular Economy. The significance of wellbeing and sustainability for consumer experiences is discussed. The Wellbeing Framework for Consumer Experiences in the Circular Economy of the Textile Industry is introduced, this engages with both hedonic short‐term pleasure‐seeking—usually associated with fashion consumption and eudaimonic dimensions of wellbeing. The study methodology consists of a novel ‘living lab’ in the form of a speculative retail environment consisting of alternative circular consumer experiences, products and prototype services in the context of circular textile consumption. The study participants' experiences and the meanings of wellbeing to them in the context of sustainable consumption are presented and discussed. These findings flesh out, validate and refine the Wellbeing Framework elements and dimensions and demonstrate its operationalisation as a design strategy to facilitate meaningful sustainable consumer experiences. The paper concludes that designing consumer experiences to amplify human wellbeing is a viable circular strategy and that the Wellbeing Framework can contribute to this design process.