The objective is to understand how these products and services can be designed, marketed, and valued to support the transition towards more sustainable consumption and production models. The Lab also seeks to raise awareness among consumers and corporate purchasing professionals about the value of circularity, positively influencing their purchasing decisions and encouraging the widespread adoption of circular products and services in the market.

Another significant challenge is gaining recognition of the value of circularity from both end consumers (B2C) and corporate purchasing professionals (B2B). Often, there is a lack of clear and compelling information to guide their decisions toward more sustainable choices. Additionally, promoting new service models, such as sharing and renting, requires cultural change and greater acceptance by consumers, who need to be actively involved in new circular business paradigms.

Key areas of focus include analyzing the information and characteristics that determine preferences for sustainable products, such as refurbished items, second-hand goods, and eco-friendly packaging. Another field of research concerns the effectiveness of communication and marketing strategies in promoting circularity. The Lab also explores the role of new services, such as renting and sharing, in facilitating the transition to a more circular economy, studying how to actively engage consumers in supporting new circular business models.