179 Dimitri Naczaj: using behavioural science to bridge the “say-do” gap

Dimitri Naczaj is a behavioural scientist and founder of Bellegarde Scientific Consulting, a research-based consultancy applying behavioural science to the challenges of the circular economy. His work focuses on understanding and changing human behaviour towards sustainable habits, such as sorting for recycling, repair and reuse, and participation to return programs. Dimitri and his colleagues design evidence-based interventions that make circular systems work in practice, on a behavioural level. Since his Ph.D., Dimitri has worked extensively on electronic devices, including collection, repair and reuse. As Dimitri explains, behavioural science helps us find ways to bridge the "say-do" gap, the gap between intentions and actions, so we can encourage circular and sustainable behaviours. Dimitri outlines three ‘moments’ of circular economy behaviours: before using, while using, and after using, and explains how our choices are influenced by a variety of factors including environmental awareness, or personal values, and information transparency. We discuss how behavioural science can support circular options such as repairing, sharing and returning products at the end of life, and if you’d like to learn more, Dimitri recommends three books to read.