Project description
Tackling environmental crisis through circular solutions
Amid escalating environmental concerns, the linear model of production and consumption poses a challenge. Characterised by resource extraction, production, consumption and disposal, it generates vast waste streams and depletes finite resources. Consequently, it exacerbates environmental degradation, widens socio-economic disparities and intensifies climate change. In this context, the EU-funded CIRCLEUP project addresses the need to optimise household material flows and close loops. It introduces an innovative behavioural intervention package. Through consultation, gamification and feedback mechanisms, coupled with advanced technological solutions, the project aims to shape social norms and foster a sense of circular citizenship. With its model household trials across diverse contexts, CIRCLEUP showcases its potential to mitigate environmental impacts and bridge societal divides.
Objective
CIRCLEUP is a highly innovative endeavor that aims to increase the diffusion rate of circular practices at the micro level, as a vital step towards achieving a circular economy, optimizing material streams into and out of households and closing the loops wherever possible. It seeks to achieve goal by developing, testing, implementing, evaluating, disseminating an innovative behavioral intervention package consisting of consultation and information, gamification, and feedback approaches, supplemented by a technical solution to provide this intervention package. With this innovative behavioral approach, the project will shape social norms by promoting communication and encouraging participants to question the status quo. It will establish and foster the social identification of individuals as circular citizens, inviting them to engage in and organize group activities that reinforce sustainable social norms and discourage unsustainable habits. Project will leverage an innovative technology tool to stimulate and channel interactions, allowing participants to engage with people beyond their direct circle of neighbours or friends. By sharing circular stories and participating in group activities, participants will not only strengthen social bonds and satisfy the need for social connection and self-esteem. Interactive Learning Environments and simulation tools will support the transfer of insights and develop competencies for integrated analysis and model-based assessments of key sustainable consumption policy and practice topics. System dynamics mode-based tools will support scoping and appraisal of strategies and policies related to sustainable consumption. The success of this intervention package in 100 model households in four structurally and culturally different countries will demonstrate CIRCLEUP's potential to transform the way people consume, how they can benefit from the circular economy, and reduce social disparity, environmental footprints, GHG emissions.
Fields of science
Programme(s)
Funding Scheme
HORIZON-IA - HORIZON Innovation ActionsCoordinator
1048 Riga
Latvia