The Pro-Circular Change Model (P-CCM): Proposing a framework facilitating behavioural change towards a Circular Economy

The Pro-Circular Change Model (P-CCM) is a novel theoretical framework, which uses a Theory of Planned Behaviour (TPB), Pro-Circular Values (P-CVs) and Persuasive Communication (PC) to identify and influence behaviours that can support the development of a Circular Economy. For the purpose of the model, behaviours that are brought about due to the prioritising of resource-efficiency were defined as Pro-Circular.