Consumer Engagement in Circular Consumption Systems: a Roadmap Structure for Apparel Retail Companies

Organizations that adopt Circular Business Models, such as apparel companies, must overcome barriers on many levels, including the lack of consumer engagement. Data from different stakeholders in the Brazilian apparel value chain were gathered, and interviews with circular apparel companies were conducted to support the development of a roadmap structure that guides companies in engaging their consumers. The roadmap structure has three layers, consumer behavior, business model design, and communication and marketing, and provides sets of activities that contribute to the success of circular transition in apparel companies, by supporting short- and long-term changes in consumer behavior through cohesive processes of product development and promotion. The roadmap structure, therefore, presents an integrated view of important determinants of circular consumer engagement. This tool can be piloted and implemented by apparel retail companies that operate in circular production and consumption systems.