Circular Consumer Collectives as a Meso-Level Mechanism in Circular Economy Transition

Circular economy transition requires sustained changes in everyday consumption, yet household practices remain weakly connected to system-level change. This paper conceptualises circular consumer collectives as meso-level mechanisms that bridge this gap. Integrating systems theory and social practice theory, it identifies two functions: translation, which converts circular ambitions into actionable routines, and amplification, which aggregates individual actions into signals visible to institutions. These functions operate through three mechanisms: intrapersonal cultivation, which strengthens circular identity and competence; interpersonal scaffolding, which supports progression from observing to trying to teaching; and system signalling, which makes collective outcomes legible to firms, NGOs, and public authorities. Repair Cafe Wales provides an illustrative case of these mechanisms in practice. The framework also identifies potential failures, including exclusionary dynamics, volunteer and subsidy dependency, and rebound effects. It contributes to macromarketing by connecting individual behaviour change with broader provisioning-system transitions.