Business Model Innovation in a Circular Economy Reasons for Non-Acceptance of Circular Business Models

Purpose The overall aim of this paper is to develop a new conceptual framework for business model innovation in a circular economy and to explore the reasons for consumer non-adoption of business models in this context. Design/methodology/approach – The study is based on existing work in mostly professional or forbusiness publications and develops a conceptual model by clustering and abstraction. For developing hypotheses on motives for consumer non-adoption the author refers to existing empirical research in various related fields. Findings – The first part of the paper demonstrates that, despite wording differences, a predominant agreement on a basic structure for new business models in a circular economy has emerged in the field. The second part provides evidence that the adoption of circular economy business models will depend upon changing consumer habits and routines by leveraging the impact of non-functional motives, as well as subjective and moral norms. Practical implications – For practitioners working on new innovative business models in the realm of the circular economy this paper provides a basic framework for clustering their concepts. By learning about consumer motives leading to non-adoption, this paper also provides support for designing better and more successful business models. Originality/value – This paper develops a new holistic framework for the emerging topic of circular economy business models.