The Role of Consumers in Business Model Innovations for a Sustainable Circular Bioeconomy

Over the last decade, various governments and supranational bodies have promoted development of a circular bioeconomy (CBE) as response to sustainability challenges. The transition towards CBE requires collaboration different actors in innovation (eco)system. With this conceptual paper, we apply business model lens address research question: “What are archetypical roles consumers innovations for sustainable CBE?” We use combination complementary theories from economy literature, evolutionary economics, transitions research, work on active consumers. Considering consumers’ agency continuum between manufacturer-active paradigm consumer-active paradigm, propose: (i) can actively influence models with their purchase decision; (ii) act lobbyists influencers innovation; (iii) customer, user, repairer, reseller, incentivize organizations adapt needs; (iv) become key partners process defining normative orientation CBE; (v) co-create value by means co-ownership (e.g., through platform cooperatives).