The Ecocanvas as a business model canvas for a circular economy

Abstract

Abstract Today’s linear economic model is increasingly problematic. Creating a closed-loop model in production and consumption is a preferred alternative to address environmental and social damages associated with the linear economy. This paper proposes the Ecocanvas as a single tool backed by a methodology for enabling businesses to coherently formulate unique circular value propositions based on a lifecycle perspective. The tool is valuable for rethinking and personalizing sustainability and circular economy by more practically tackling the three dimensions of sustainable development while being adaptable to the organization’s context. To a better understanding of the Ecocanvas value, this paper describes the tool’s key features and elements through a detailed analysis of small to medium scale winery business models. We contribute to the debate on sustainability and business model literature while providing a practical tool for industry and policymakers transitioning towards a circular model. In addition, this paper contributes to the circular economy body of literature through the development and application of the Ecocanvas that focuses on a holistic approach. As a practical contribution, this study develops and provides a structured, well-researched, and tested tool supported by a methodology that can be used by many stakeholders. Further research could explore the practicality of the Ecocanvas methodology through case studies in different sectors of activities and contexts.