HORIZON-CL6-2025-01-CIRCBIO-05: Consumption patterns and environmental awareness as enablers of transition to circular economy

SIFO’s work on sustainable consumption, including circular models like repair, reuse, and sharing, directly supports the development of pathways for behavioural change across diverse population groups. Using both qualitative and quantitative methods, SIFO research consumption patterns, motivations, and barriers. The institute also has experience with cocreation methods with citizens, public authorities, and industry in larger EU projects.

Currently part of the Horizon funded CARE project (Circular consumption Activities to tRansform households toward material Efficiency), leading WP4 (Circular Clothing Pilots), coordinating the design and implementation of interventions to promote sustainable clothing consumption.

The institute has several product designers among the researchers. They are particularly interested in how the design field can contribute to making consumer practices more sustainable. Thematic areas are product lifespans, plastics, speculative design, systemic design, and imaginaries of sustainable futures. Other areas of interest and experience include green marketing, aesthetics, waste and digital services.

SIFO has previously studied how marketing with sustainability claims is communicated to Norwegian consumers through online stores and social media, and how consumers perceive and handle such marketing. The project looks specifically at two product categories: clothing and cosmetics through desktop studies and focus groups.