From awareness to action

Evidence-based pathways to accelerate Europe’s transition to a circular consumption

BELOOP at a Glance

BELOOP brings together behavioural science, digital innovation and circular economy expertise to understand what drives everyday consumption choices and turn this knowledge into practical action. The project develops and tests evidence-based interventions that can make circular choices more accessible, attractive and effective for consumers, businesses and public authorities.

Across electronics, food packaging, shared mobility and textiles, BELOOP will work with stakeholders and communities to co-create solutions, test them in real-world settings and assess their environmental, economic and social impact. The knowledge and tools generated through these pilots will support the wider uptake and replication of circular practices across Europe.