The research consortium Aarre is a collaboration between the academic and business sectors to find important reference points to successfully transition to a circular economy. Consumers play an important role in the transition, as business models with new technologies will offer previously unheard-of products and services. To fully utilise these, consumers must change both their behaviour and habits. Understanding consumer reactions is an important part of creating successful business models.
AARRE research consortium consists of VTT Technical Research Centre of Finland, Finnish Environment Institute and University of Helsinki (Consumer Society Research Centre).