The transition to a circular economy requires a fundamental change in consumer behavior. Although there is already broad support for a more sustainable society, targeted interventions are necessary to actually achieve behavioral change at the system level.
The goal of this Call for proposals is to gain insight into effective interventions, measures, and strategies that promote circular consumer behavior. This is based on state-of-the-art research into system transitions, behavioral change, and the circular economy. This Call for proposals focuses on research that analyzes, designs, and applies interventions. The interaction between behavioral, systemic, and cultural factors is central to this.
The research program focuses on impactful product groups from the Transition Agenda for Consumer Goods (TAC): furniture, household appliances, clothing & textiles, and disposable products & packaging. Interventions around these product groups have the most impact in terms of circularity.
Meetings
For this Call, NWO is organizing two collaborative workshops (on June 11 and June 30). The workshops provide the opportunity to combine ideas and form broad innovative consortia that generate scientific and societal impact through the connection of research and practice. The two collaborative workshops build on each other. Participation in both workshops is mandatory for main applicants. If necessary, it is possible to appoint a substitute for this.
More information about the workshops
Budget and deadlines
The subsidy ceiling for this Call for proposals is 7 million euros. Within this Call for proposals, a maximum of 3 to 4 applications are expected to be awarded. The deadline for submitting applications is November 11, 2025.
NWO-KIC: innovation programs in the knowledge and innovation covenant
NWO develops innovation programs aimed at the societal challenges of the Netherlands with the goal of realizing impact for the economy, people, and society. In these programs, the emphasis is on collaboration between knowledge institutions, private parties, and government. The results thus contribute to realizing economic opportunities. It is essential that private parties invest in each research project.