Consumer Value Generation in Circular Business Models
Abstract
This thesis focuses on the consumer value generation within circular business models
(CBMs). With the aim of exploring the practical tendencies of value generation for
consumers, the thesis takes on a qualitative multiple case study approach. To generate
consumer value, the findings show that the market specific product characteristics that lead to
obsolescence are utilised through CBMs to create new circular offerings. Further, consumer
involvement, incentivised by companies, is identified to be an enabler in the process of
consumer value generation. Finally, the use of multiple CBMs and value propositions allow
companies to create a broad portfolio of offerings, generating value for a variety of consumer
demands. Incorporating CBMs facilitate companies to regenerate consumer value from the
same product at multiple stages. These findings led to the creation of a conceptual model
describing consumer value generation in CBMs.
Degree
Master 2-years
Other description
MSc in Marketing and Consumption
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Date
2021-07-02Author
Forsslund, Elin
Gustafsson, Ellen
Kyttälä, Roope
Keywords
circular economy
circular business models
value creation
value dimensions
extending product value
extending resource value
Series/Report no.
Master Degree Project
2021:120
Language
eng