Introducing BELOOP
From Awareness to Action
Across Europe, consumption patterns remain largely linear, while the transition towards more circular choices continues to face behavioural, social and practical barriers.
BELOOP will bridge the gap between awareness and action. It brings together behavioural science, digital innovation and circular economy expertise and investigates what shapes consumer decisions and develops evidence-based interventions to make circular choices more accessible and attractive.
Through collaboration with consumers, businesses, researchers and public authorities, BELOOP will design, test and evaluate solutions in real-world settings. The findings will help identify effective approaches and support their wider adoption across Europe.
Why BELOOP?
Moving towards a circular economy requires more than making sustainable alternatives available. It also means understanding why people choose certain products and services, what prevents them from adopting circular practices and what can encourage lasting behavioural change.
BELOOP addresses these challenges by connecting insights into consumer behaviour with practical interventions and digital tools. Rather than assuming that one solution works for everyone, the project explores how interventions can respond to different needs, motivations and contexts.
- Understand Behaviour
- Develop Effective Solutions
- Enable Circular Action
What BELOOP aims to achieve
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Objective 1
Understand Consumer Behaviour
Investigate the attitudes, motivations, barriers and misconceptions that influence consumer choices and readiness to adopt circular practices.
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Objective 2
Design Behavioural Interventions
Bring consumers, researchers and economic actors together to co-create interventions that encourage more circular consumption, informed by behavioural evidence and sustainability assessment.
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Objective 3
Predict, Test and Evaluate
Use PREDICT, an AI-based tool, to forecast the potential impact of proposed interventions and help identify promising approaches for real-world testing. Evaluate their environmental, economic and social impacts.
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Objective 4
Support Wider Adoption
Translate project findings into practical tools, training programmes and governance guidance to help businesses, public authorities and other stakeholders replicate effective circular practices.