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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)

CORDIS classifies projects with EuroSciVoc, a multilingual taxonomy of fields of science, through a semi-automatic process based on NLP techniques. See: The European Science Vocabulary.

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Keywords

Project’s keywords as indicated by the project coordinator. Not to be confused with the EuroSciVoc taxonomy (Fields of science)

Programme(s)

Multi-annual funding programmes that define the EU’s priorities for research and innovation.

Topic(s)

Calls for proposals are divided into topics. A topic defines a specific subject or area for which applicants can submit proposals. The description of a topic comprises its specific scope and the expected impact of the funded project.

Funding Scheme

Funding scheme (or “Type of Action”) inside a programme with common features. It specifies: the scope of what is funded; the reimbursement rate; specific evaluation criteria to qualify for funding; and the use of simplified forms of costs like lump sums.

HORIZON-IA - HORIZON Innovation Actions

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Call for proposal

Procedure for inviting applicants to submit project proposals, with the aim of receiving EU funding.

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

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Coordinator

DRAXIS RESEARCH VENTURES ASTIKI MI KERDOSKOPIKI ETAIRIA
Net EU contribution

Net EU financial contribution. The sum of money that the participant receives, deducted by the EU contribution to its linked third party. It considers the distribution of the EU financial contribution between direct beneficiaries of the project and other types of participants, like third-party participants.

€ 780 273,75
Address
THEMISTOKLI SOFOULI 54-56
546 55 THESSALONIKI
Greece

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SME

The organization defined itself as SME (small and medium-sized enterprise) at the time the Grant Agreement was signed.

Yes
Region
Βόρεια Ελλάδα Κεντρική Μακεδονία Θεσσαλονίκη
Activity type
Research Organisations
Links
Total cost

The total costs incurred by this organisation to participate in the project, including direct and indirect costs. This amount is a subset of the overall project budget.

€ 780 273,75

Participants (20)

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