Beyond Circularity—A Service-dominant (S-D) Logic Perspective

Abstract

The idea of a circular economy, in which parts of discarded products are reused to create new products, has intuitive appeal for goals of sustainability. However, it also partially perpetuates a mental model of economic activity that is at the root of unsustainability. This make-buy-destroy-rebuy (products) mental model has been called “goods-dominant logic.” In this commentary, I advance an alternative mental model, called “service-dominant logic,” which lends itself to business models that can make circularity unnecessary.