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From awareness to action: evidence-based pathways to accelerate Europe’s transition to a circular consumption

Objective

Across Europe, most consumption patterns remain linear, with limited evidence on how to shift behaviours toward a circular economy. BELOOP tackles this challenge by combining social science, technology, and real-world pilots to turn awareness into practical action. The project begins by mapping barriers, attitudes, misconceptions, and motivations shaping consumer behaviour and readiness for change. Building on these insights, consumers, economic actors, and researchers co-create interventions, supported by actionable evidence from Life Cycle Sustainability Assessment (LCSA). An AI-powered tool forecasts the impact of proposed measures, ensuring only the most promising strategies move to real-world testing. These are evaluated through experimental and quasi-experimental designs across four high-impact domains: electronics, packaging, mobility, and textiles. Those results are translated into replication toolkits, training programmes, and governance playbooks aligned with EU policies. BELOOP delivers governance, policy, and business pathways that empower consumers, civil society organisations, public authorities, and businesses to drive Europe’s transition to a circular economy. Supported by a comprehensive communication, engagement, and replication strategy, operationalised through dedicated hubs, BELOOP maximises impact and ensures EU-wide uptake of successful solutions, enabling large-scale and lasting adoption.

Fields of science (EuroSciVoc)

Keywords

Programme(s)

Topic(s)

Funding Scheme

HORIZON-IA - HORIZON Innovation Actions

See all projects funded under this funding scheme

Call for proposal

(opens in new window) HORIZON-CL6-2025-01

See all projects funded under this call

Coordinator

DRAXIS RESEARCH VENTURES ASTIKI MI KERDOSKOPIKI ETAIRIA
Net EU contribution
€ 780 273,75
Address
THEMISTOKLI SOFOULI 54-56
546 55 THESSALONIKI
Greece
SME
Yes
Region
Βόρεια Ελλάδα Κεντρική Μακεδονία Θεσσαλονίκη
Activity type
Research Organisations
Links
Total cost
€ 780 273,75

Participants (20)