Circular consumption to reduce environmental pressure: Potential of behavioural change in the Netherlands
The transition towards a circular economy requires a change in what and how we consume. We argue that a realistic estimation of the environmental mitigation potential depends on 1) the environmental benefit that results from a certain circular behaviour, referred to as the ‘theoretical reduction potential’ (TRP), and 2) the behavioural plasticity, reflecting the share of consumers who are not yet engaging in the behaviour but would be willing to do so if circular goods and services are easily accessible and affordable.