Digitala strategier för ökat engagemang i cirkulär konsumtion : En fallstudie angående ReTuna återbruksgalleria

Abstract: The transition to a circular economy requires new ways of engaging consumers in reuse and sustainable consumption. Digital solutions have the potential to support this transition by influencing motivation, engagement, and behavior. The aim of this study is to examine how three digital prototype scenarios (gamification, transparency, and convenience) are perceived by users in relation to engagement in circular consumption within the context of the ReTuna reuse mall. The study was conducted as a qualitative case study with quantitative elements. Data collection consisted of user tests with semi-structured interviews conducted on-site at ReTuna, complemented by a digital survey distributed via ReTuna´s social media channels. Respondents were asked to evaluate three designed prototypes representing different digital strategies related to reuse. The collected data were analyzed using thematic analysis. The results indicate that gamification was perceived as the most motivating strategy by the majority of respondents, particularly through rewards and tangible incentives. Transparency was experienced as meaningful and value-creating, especially among respondents with an existing interest in environmental issues, while convenience was mainly associated with improved user experience rather than increased motivation to contribute. The study provides insights into how digital solutions can be designed to enhance engagement in circular consumption and offers practical implications for the development of digital services within reuse-based organizations.