User acceptance

and behaviour

The design of successful circular products and services requires a clear insight into the needs, acceptance, experiences and behaviour of end users


Users in a circular economy

End users play a crucial role in a circular economy. After all, circular ideas are highly dependent for their success on the willingness of users to accept new forms of ownership, to change their familiar (consumer) behaviour and to ultimately hand in or dispose discarded products in the right way.

Product as a service

Characteristic of the circular economy are innovative earning models. In these, the emphasis shifts from the possession of products to the use of products as a service. Think, for example, of leasing bicycles, household appliances or electronics. Such product service systems offer benefits to both companies and end users. For the end user, these access & performance models offer more choice, flexibility and ease of use. For companies, new opportunities arise for long-term customer loyalty, a wider range of support services and for new market segments.

User acceptance and behaviour

The design of successful circular products and services therefore requires insight into the acceptance and behaviour of end users. Which factors are decisive for the consumer to accept a circular concept? In what context is the product used? How does the ideal customer journey proceed, from the selection process to disposal of a product? And what role does user behaviour play in this?

At Partners for Innovation, we help to answer these questions. We do user research and and jointly create practical solutions. Based on the gained insights, we are able to develop and validate new circular concepts and value propositions which can immediately be implemented in your business operation.

An example:


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Flora Poppelaars
Jos Vlugter