In ‘Vision 2050. A long-term strategy for Flanders’, the circular economy is one of seven transition priorities. New business models play a key role in this transition.

This paper explores incentives and barriers for consumers in adopting new circular business models - such as Product-Service Systems (PSS). Eight B2C suppliers were interviewed in the sectors of coffee, housing, electrical appliances and clothing.

The study confirms that PSS are context-dependent and emphasises the dynamic relation between producers and consumers in PSS.

Future research priorities include uncovering practical and cultural aspects of PSS, as well as exploring what it takes for PSS to be transformative in the context of a transition towards the circular economy.