The role of communication in environmental awareness according to circular economy stakeholders

In order to make the transition from a linear to a circular economy, unprecedented measures are required from all social actors. Communication plays a fundamental role in this transition. The use of social marketing as an alternative to traditional communication models can promote the paradigm shift in order to increase communicative effectiveness. Understanding the perception of circular economy drivers is crucial for communication efforts aimed at persuading citizens to change their habits. To this end, this study analyzes drivers' perceptions of communication processes aimed at environmental awareness and sensitization. Using grounded theory, a qualitative methodology, 44 interviews were conducted with four groups that are considered promoters of the circular economy: Public administration and private enterprises representatives, university professors and scientific personnel. The actors' discourse was analyzed and the results show how they perceive their involvement in the transition process, the level of public awareness and the awareness-raising measures. The conclusion is: a) communication plays a fundamental role in fostering cooperation between all actors involved in the transition to a circular economy; b) communication strategies targeting society should be segmented by population groups, taking into account aspects such as area, age and level of awareness.