Behavioural Pathways to a Circular Economy: Global Insights and Local Solutions

Consumer behaviour plays a crucial role in circular economy especially for waste management with sustainable development hinging on a shift towards responsible consumption patterns. A transition to a circular economy— which is also emphasized by India’s concept of LiFE (Lifestyle for Environment) introduced at COP26—encourages not only production-level changes but also a broader ecosystem of eco-friendly consumer habits. This move aims to internalize the externalities of current consumption patterns and reduce overall waste generation through sufficiency, focusing on "doing with what is needed" and "consuming what is necessary."

In India, the challenge of managing increasing municipal solid waste (MSW) is notable, with an alarming prediction of reaching 165 million tonnes by 2030. Strategies such as source segregation of waste have been recognized as vital, promoting separation into categories like biodegradable, recyclable, and hazardous waste at the point of generation. Initiatives have identified the need for behaviour change, not only through formal regulations but also by engaging communities in experiences that shift personal habits towards waste segregation.

Behavioural shifts are not linear; they are influenced by multiple factors, including policy and regulations, informal sector practices, financial incentives, media influence, and even peer inspiration. Creating sustainable models requires a participative approach, engaging various stakeholders—from households and urban local bodies to informal workers—through capacity-building and nuanced communication strategies. Encouraging practices like on-site composting, adopting decentralized technologies and practices, and fostering market linkages for recyclables are key to reinforcing sustainable consumer behavior and supporting sustainable waste management practices.

In this webinar our speakers Rachna Arora and Vivek JM from the GIZ India, will draw on examples from India, showcasing projects that effectively integrate behavioural change to drive circular economy practices. These initiatives highlight approaches tailored to local communities, addressing challenges in waste management, sustainable resource use, and circular business models.