Come incoraggiare il comportamento del consumatore circolare attraverso un modello di business basato sulla economia circolare. Un caso di studio sul modello MUD Jeans

Today, social and environmental sustainability is one of the biggest responsibilities of firms and consumers who can contribute to mitigate the damages that the current linear make-use-dispose economic system does to the environment. The concept of the circular economy (CE) captures the evident need for a new form of producing and consuming, by proposing production processes where every type of material and energy used as input can be reintroduced in the economic system through loops that turn waste material into a new input. This thesis poses the question how to involve consumers in the value network of firms to study how a changing relationship with goods and materials can help to transition towards a circular economy. The case study of the ¿Lease-a-jeans¿ model of the fashion label MUD Jeans will show how it is actually possible to make customers active users and creators of the goods they will purchase, considering one of the most important stakeholders who have the possibility to actively engage in the CE.