Purpose-The purpose of this paper is to explore consumers' views and expectations on circular clothing. This paper also clarifies how the remanufacturing process should be communicated and circular fashion marketed to consumers. Design/methodology/approach-The research methodology consisted of consumer interviews, utilising an online innovation platform (Owela) to involve consumers and workshops with project partners and with external stakeholders. Findings-Consumers' interest towards recycling and sustainable solutions has increased. They appreciate the idea of recycling textile waste to produce new clothes; circular products should become "the new normal". Consumers are asking for more visible and concrete information about circular clothing and how their behaviour has affected the environmental aspects of textile production. The communication should be timed correctly by using multiple communication channels and also paying attention to the shopping experience. In addition, digital services alongside circular clothing could create additional value for consumers. Research limitations/implications-In this study, only consumers from Finland were involved. The results might be different in different parts of Europe and especially worldwide. Originality/value-This study focusses on circular clothingan area that has not been studied much before. Also, consumers involved in this study were of a different age compared to most of the previous studies, where the focus has been mainly on young college students.

In this paper, we present a method that facilitates Internet of Things (IoT) for building a product passport and data exchange enabling the next stage of the circular economy. SmartTags based on printed sensors (i.e., using functional ink) and a modified GS1 barcode standard enable unique identification of objects on a per item-level (including Fast-Moving Consumer Goods—FMCG), collecting, sensing, and reading of parameters from environment as well as tracking a products’ lifecycle. The developed ontology is the first effort to define a semantic model for dynamic sensors, including datamatrix and QR codes. The evaluation of decoding and readability of identifiers (QR codes) showed good performance for detection of sensor state printed over and outside the QR code data matrix, i.e., the recognition ability with image vision algorithm was possible. The evaluation of the decoding performance of the QR code data matrix printed with sensors was also efficient, i.e., the QR code ability to be decoded with the reader after reversible and irreversible process of ink (dis)appearing was preserved, with slight drop in performance if ink density is low.

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The bioeconomy can support Europe’s transition to a low-carbon economy and help to meet key international, European and member state sustainability targets through the provision of bio-based products and energy derived from sustainably sourced biomass. A successful implementation of a bio-based economy in Europe will, however, require a profound transformation of our production and consumption patterns. Consumer behavior will play a major role in supporting the successful transition to a bio-based economy. This paper uses a structured quantitative survey approach to gain an understanding of consumer perspectives in relation to bio-based products. Conducted among 18–75-year-old consumers in Ireland and the Netherlands, the study indicates that consumers in both countries have a relatively positive outlook regarding bio-based products, with Irish consumers showing a slightly more positive outlook. The study finds that a larger majority of Irish consumers would prefer buying bio-based products as opposed to fossil-based products, while Irish consumers also have a slightly more positive impression than Dutch consumers that their consumer choices can be beneficial for the environment.

Purpose The purpose of this paper is to investigate a healthy snacking and on-the-go eating concept, “Healthy Snack Machine” (HSM) that produces freshly made food and enables customization of the product at site of purchase and consumption. Design/methodology/approach The study applied qualitative and quantitative consumer research methods and used iterative co-creation approach, meaning that the HSM concept was developed by consumer input during different phases. Specifically, the research included three qualitative methods, web platform discussion (n=109), a HSM mock-up study (n=30) and testing a prototype of the HSM user interface (n=50), as well as a quantitative study (n=215). Findings Generally, the consumers evaluated the HMS concept positively. The results indicated that the time of the day, personal goals and preferences affected food choice and product customization in HSM. Consumers preferred HSM products that were healthy, satiating and suitable for on-the-go eating. They also felt that HSM would save time, and that the possibility to customize the food gives them additional value. The results also pointed out the importance of privacy and security issues in the HSM concept. Practical implications The results indicated that consumers are in favor of a new delivery concept that can help them to consume healthy food and enable customization of the product. This encourages to proof the findings in consumer tests with a real food-producing prototype machine. Originality/value The work gives original insight on consumer preferences for healthy snacking and snack customization enabled by digital technologies and consecutive co-creation methodologies.