#Circular economy – A Twitter Analytics framework analyzing Twitter data, drivers, practices, and sustainability outcomes

Abstract

The circular economy (CE) has gained momentum among scholars, the business community, and policymakers as it fosters the circularity of resources in production and consumption systems. Extensive conceptual research has scrutinized the CE concept, yet little attention has been paid to analyzing how the CE is conceived, consented, and implemented using Twitter data. To address this gap, this study used a Twitter Analytics framework that combines descriptive, content, and network analyses to extract meaning from Twitter data. The results show that practitioners have mainstreamed the CE discourse, sharing reductionist views about the concept in terms of drivers, practices, and outcomes. Notably, many Twitter users stressed an urgent need to tackle climate change and global sustainability challenges by adopting reactive approaches to manage them. Yet, only a few regarded the potential of proactive approaches such as collaboration to empower the CE transition through closer relationships. Also, many users pinpointed recycling as a crucial CE practice, emphasizing the ultimate goal of achieving environmental sustainability. However, such perspectives disregard the CE's vision and potential to radically transform production and consumption systems. In this regard, a critical implication is that the CE concept risks becoming a buzzword. This paper provides scholars and practitioners with critical reflections that can shed light on what truly constitutes the CE, how it should be implemented, and why it matters.