The shift from a linear “take–make–waste” economy to a circular one is not simply a technical challenge, it is a profoundly human behaviour challenge. While innovations in product design, recycling technology and circular business models are advancing rapidly, a large impact will occur when everyday consumption behaviours also change. One of the most pressing gaps in circular economy transitions lies in deepening the understanding of household-level behaviour and the psychological mechanisms that drive or hinder change.

To address this, CircleUp applies the Stage Model of Self-Regulated Behavioural Change (SSBC), a theory that sees behaviour change not as a single decision, but as a dynamic and staged process unfolding over time. The SSBC was developed by psychologist S. Bamburg [1], where he outlines how behaviour change unfolds across four distinct stages rather than occurring all at once. The SSBC offers a structured and evidence-based way to help people progress from reflection to action, and ultimately toward lasting, self-sustaining habits.

Most people already recognise that sustainability matters, yet many still find it challenging to adjust their habits. This is often described as the intention–behaviour gap: wanting to act sustainably does not guarantee that action will follow. The SSBC directly addresses this challenge by acknowledging that individuals need different kinds of support depending on where they are in their journey.

The four stages are:

1. Pre-decisional stage - Realising current behaviour has negative consequences and developing a goal intention to change.
2. Pre-actional stage - Evaluating alternatives and forming a behavioural intention — “I will do X instead.”
3. Actional stage - Planning and executing the new behaviour in daily life, overcoming barriers through concrete strategies.
4. Post-actional stage - Evaluating the outcomes and developing confidence to maintain the new habit, even after setbacks.

The SSBC helps CircleUp design interventions that meet people where they are rather than assuming that information alone is enough. CircleUp recognises that behaviours do not take place in isolation. They are shaped by culture, routines, emotions, access to infrastructure, and, perhaps most powerfully, social norms. We believe it’s important to recognise the significance of collective identity and social interaction in maintaining behaviour change over time. That is why every household challenge, whether planning meals to avoid food waste, repairing electronics, or swapping clothes, includes both an individual and a community-level version.

Through Circular Stories, participants share their experiences, support one another, and create new norms around circular living. Over time, this nurtures a shared identity as circular citizens, people who see sustainable living not just as a personal duty, but as a collective cultural value.

Research suggests that planning ability [2,3]social influence [4], perceived behavioural control[1,5], and recovery self-efficacy [2,6] are significant factors in whether new behaviours are sustained over the long term. No single intervention can shift all these mechanisms, but the SSBC ensures CircleUp deploys the right supportive tools at the right moment.

By combining behavioural theory with real-world experimentation in 100 European households, CircleUp aims to demonstrate how citizen-driven transition pathways can accelerate Europe’s move toward a circular economy.

The framework allows households to:

• Recognise the environmental impact of everyday choices

• Build confidence in practical alternatives

• Develop sustainable habits that last

• Inspire neighbours, friends and wider communities

Behaviour change at the household level may feel small, but as CircleUp grows, we aim to create the cultural momentum needed to make circular systems possible, viable, and mainstream.

As CircleUp continues its journey, the SSBC will guide how challenges evolve, how digital tools are refined, and how social identity is strengthened. By nurturing circular citizens and fostering community-led change, we can collectively reshape how resources are valued and how everyday consumption decisions are made.

Below is a list of the referenced papers, in case you want to find out more:

[1] Bamberg, S. (2013). Changing environmentally harmful behaviors: A stage model of self-regulated behavioral change. Journal of Environmental Psychology, 34, 151–159. https://doi.org/10.1016/j.jenvp.2013.01.002

[2] Sunio, V., Schmöcker, J.-D., & Kim, J. (2018). Understanding the stages and pathways of travel behavior change induced by technology-based intervention among university students. Transportation Research Part F: Traffic Psychology and Behaviour, 59, 98–114. https://doi.org/10.1016/j.trf.2018.08.017

[3] Klöckner, C. A., & Ofstad, S. P. (2017). Tailored information helps people progress towards reducing their beef consumption. Journal of Environmental Psychology, 50, 24–36. https://doi.org/10.1016/j.jenvp.2017.01.006

[4] Li, Y., Guo, Y., Lu, J., & Peeta, S. (2019). Impacts of congestion pricing and reward strategies on automobile travelers’ morning commute mode shift decisions. Transportation Research Part A: Policy and Practice, 125, 72–88. https://doi.org/10.1016/j.tra.2019.05.008

[5] Keller, E., Eisen, C., & Hanss, D. (2019). Lessons learned from applications of the stage model of self-regulated behavioral change: A review. Frontiers in Psychology, 10, 1091. https://doi.org/10.3389/fpsyg.2019.01091

[6] Schwarzer, R. (2008). Modeling health behavior change: How to predict and modify the adoption and maintenance of health behaviors. Applied Psychology: An International Review, 57(1), 1–29. https://doi.org/10.1111/j.1464-0597.2007.00325.x