CE.20.011 – Stimulating sustainable behavior through innovative circular product-service systems

Route: Circular economy

Cluster question: 052 How can we create a truly circular economy so that industrial goods manufacturing depends less on primary raw materials?

The goal of this initiative is to contribute to the transition towards a circular and sustainable economy, by exploring how products-as-a-service can stimulate more sustainable household behavior. Transforming and innovating business models is a key facet to closing loops but will require significant changes to user behavior. Simultaneously, product-as-a-service models also create unique opportunities for companies to build long-term customer relationships. This in turn allows development of subtle, yet durable, behavior influencing strategies, such as feedback, gamification, and nudging strategies, that can be enhanced and tailored through time. Additionally, the pricing strategy used within the product-as-a-service model can itself be utilized to encourage sustainable behavior. Several product-as-a-service business initiatives have been started up in recent years, but particularly for household goods, the types of products on offer is still limited and predominately focuses on washing machines. To gain momentum and scale up towards a circular economy, it is essential to expand and broaden the scope of circular product-service-propositions on offer to households beyond washing machines. So far, this is largely unexplored, while the application of product-service-propositions in other product categories will bring new challenges to make them viable, suitable, relevant, and effective. This initiative aims to use the ongoing experiences with circular washing machines to analyze how the learnings from circular washing machines, with the accompanying behavior change interventions, can be generalized into practical design methods and applied to other product categories. This will be done through extensive, longitudinal testing of domestic appliances in practice, through a process of research through design, to study the acceptance of new services, technological limitations, and organizational- or legal barriers. Through this process, an accelerated rate of scale-up can be achieved with direct applicability in the mark


circular economy, design methods, participatory design, products-as-a-service, sustainable behavior change

Other organisations



Organisation Delft University of Technology (TUD)
Name Prof. Dr. Conny A. Bakker
E-mail c.a.bakker@tudelft.nl
Website https://www.tudelft.nl/io/over-io/personen/bakker-ca/