Narratives to revert overconsumption: human-nature interdependence and Circular Economy.

Policy and practitioners' initiatives to stimulate sustainable consumption have so far failed to have notable impact on individuals' behaviors. The current commentary is a plea to social and sustainability scientists, particularly to economists dealing with sustainable agri-food systems, to dig deeper into the notion of narratives to trigger societal dynamics that stir consumers toward more sufficient lifestyles. As dominant cultural narratives have a critical role in shaping shared meanings and acceptable behaviors, in the future they could guide dramatic changes in individuals' conduct, triggering drastic modifications of current consumption patterns. Based on the power that concepts as the Circular Economy and the Anthropocene have had in the recent past, a future step to develop an ecological worldview across society, and nourish individual identities deeply committed with the preservation of natural ecosystems, is working on narratives based on the notion of human-nature interdependence.

Measuring consumer effort in circular economy initiatives in the food domain: An exploratory analysis.

The transition towards a Circular Economy (CE) system requires a change in consumers' behavioural pattern that implies a certain level of effort which, in turn, could affect initiatives' success. Although consumers' role in CE is increasingly drawing the attention of scholars, limited knowledge is available on the evaluation of consumer's effort in CE initiatives. The current research provides an identification and measurement of the core parameters affecting consumer effort, offering a comprehensive Effort Index applied to 20 CE companies operating in food domain. Companies were classified in 5 categories (Quantity of food, Appearance of food, Edibility of food, Living with food and Local and sustainable food); the analysis of the companies revealed 14 parameters building the Effort Index. Results showed that initiatives ascribable to the category "Local and sustainable food" require higher levels of consumer effort; in contrast, case studies belonging to "Edibility of food" group are less effort-requiring.