BELOOP

The European project BELOOP aims to accelerate the transition from a linear to a circular consumption model by turning consumer engagement into concrete actions through the integration of social sciences, technological solutions, and real-world trials. The initiative begins by identifying the psychological and social factors that influence consumption habits, subsequently co-creating sustainable strategies alongside researchers and economic actors. Supported by artificial intelligence tools and Life Cycle Sustainability Assessments (LCSA), the project forecasts the impact of proposed measures before testing them in four priority sectors: electronics, packaging, mobility, and textiles. Ultimately, the insights gained are consolidated into governance playbooks, training programs, and replication toolkits aligned with European Union policies, facilitating their widespread adoption across the EU by businesses, public institutions, and citizens.