Resultsdiscussion

Results and Discussion

 

As we mentioned, a large amount of research about CE has been published (Gil-Lamata, Latorre-Martínez, 2022; Anaruma et al. 2022). The goal of the paper is to map the communication about CE on the Twitter platform (platform X for this time). We analyze the amount of 630 125 tweets between 1.1. 2010 - 30.4. 2023. The communication about circular economy is a key factor to: analyze the current situation, change consumers habits or understand companies’ behavior.

 

During the communication monitoring we were analyzing the hashtag “#circulareconomy” and the supplementary hashtags. Those associations help us to understand what circular economy means on social media.  “Circular economy” and “sustainable development” were the most frequent keywords because they define the focus area of the studies.

 

As can be seen in Table 1 when comparing Twitter communications along with published scientific articles, sustainability and waste are a major part of publications and communications in addition to the circular economy. In other approaches, the scientific articles differ significantly, especially in the approach where the most frequent connections identified in circular economy are Economy, Sustainable development, Recycling, Use, Research, Business, Value a Product (Gil-Lamata and Latorre-Martínez, 2022).

Twitter communication mainly mentions Waste, Recycle, Plastic, Zerowaste, SDGS, CSR and EU. There is a noticeable focus on communicating topics in conjunction with efforts to address societal issues through CE. There are also trend words that appear to a lesser extent such as Zerowaste, ESG, Blockchain and so on.

 

During the hashtag analyses we recognized 100 most co-occurring hashtags in total (see in Table: 1 Most co-occurring hashtags). Main theory of the circular economy is based on 4R (Kirchherr et al. 2023). Words such as Reduce, Reuse, Recycle, Recovery are associated with the concept of CE. In communication on Twitter, we find this 4R mainly represented by those hashtags:

• Recycle: #recycling, #recycle, #recycled (34 198).
• Reuse: #reuse (10 370).
• Recovery: #energy, #renewables, #cleanenergy (7 724).
• Reduce: #reduce (1 598).

The most used hashtag from 4R is directly associated with Recycle. If we add upcycling as part of recycling, the total number of tweets will be 38 thousand. Same results in (4R) core principles found in (Kirchherr et al. 2023) in systematic review of 114 definitions of circular economy. They examine the main principles of circular economy as Recycling.

 

Most frequent hashtags associated with circular economy are: #sustainability, #recycling, #waste, #sustainable, #environment.

 

 

Table 1: Supplementary hashtags with frequency

 

No	Hashtag	Total count	No	Hashtag	Total count
1	#circulareconomy	343845	51	#circulardesign	1941
2	#sustainability	51864	52	#recycled	1915
3	#recycling	24043	53	#resourceefficiency	1880
4	#waste	12351	54	#environmental	1863
5	#sustainable	12066	55	#renewables	1845
6	#environment	10855	56	#food	1810
7	#innovation	10476	57	#ai	1800
8	#reuse	10370	58	#upcycle	1799
9	#zerowaste	9949	59	#upcycling	1771
10	#climatechange	9540	60	#globalgoals	1769
11	#circular	9042	61	#webinar	1763
12	#recycle	8240	62	#smartcities	1744
13	#economy	7672	63	#tech	1729
14	#plastic	6730	64	#eugreendeal	1707
15	#packaging	6275	65	#resources	1689
16	#plastics	5918	66	#cleantech	1639
17	#sdgs	5630	67	#biobased	1606
18	#forsale	5209	68	#manufacturing	1605
19	#wastemanagement	4702	69	#reduce	1598
20	#business	4542	70	#sustainablepackaging	1553
21	#energy	4380	71	#cleanenergy	1499
22	#climateaction	4277	72	#repair	1470
23	#eu	3916	73	#climatecrisis	1446
24	#plasticpollution	3721	74	#startups	1409
25	#csr	3708	75	#sdg	1372
26	#bioeconomy	3648	76	#renewablecarbon	1357
27	#design	3587	77	#biodiversity	1335
28	#construction	3567	78	#cop26	1325
29	#sustainablefashion	3546	79	#nature	1317
30	#climate	3249	80	#esif	1314
31	#esg	3208	81	#pollution	1304
32	#circularity	3182	82	#cradletocradle	1293
33	#fashion	3180	83	#savetheplanet	1293
34	#iot	3019	84	#covid19	1284
35	#foodwaste	2989	85	#h2020	1283
36	#green	2788	86	#europe	1281
37	#ewaste	2781	87	#diy	1280
38	#supplychain	2709	88	#remanufacturing	1279
39	#ecofriendly	2695	89	#future	1273
40	#technology	2678	90	#research	1271
41	#blockchain	2607	91	#sustainableliving	1260
42	#netzero	2593	92	#greeneconomy	1233
43	#plasticfree	2520	93	#wcef2017	1172
44	#water	2480	94	#thecirculars	1138
45	#renewableenergy	2303	95	#juniper	1134
46	#plasticwaste	2295	96	#socent	1116
47	#sustainabledevelopment	2244	97	#news	1092
48	#cisco	2184	98	#circularfashion	1081
49	#sharingeconomy	2178	99	#sustainablebusiness	1076
50	#startup	1977	100	#agriculture	1064

 

 

Topics Analysis

 

In communication on twitter the similar keywords are concentrated into topics. Twitter communication connected to the circular economy is divided into nine main topics. The description of all topics is based on the structure of hashtags.

Topic analysis describes the biggest topics of global communication about the circular economy on Twitter. In social media communication, we can define so-called keywords (Bruns et al. 2016), which serve as an identification of the place (EU) or the key topic of a given group (climatechange), which primarily indicate the focus of a given discussion. These keywords may not be directly the main topic of the communication but define its own impact (geographical or thematic).

The nine largest identified topics of communication about the circular economy (Table 2) contain a total of 521 thousand tweets. Out of a total of 820 thousand tweets containing the hashtag #circulareconomy recorded between 2011 and 2023, they thus account for over 63 % of global communication. The top 9 topics thus comprise most of the global population and through their analysis we can see the main communication streams in the circular economy.

 

 

Table 2: Topic analysis

Topic	Key words	Selection count	%
Events	event, join, register, workshop, project, speaker, discuss, today, talk, session	198 879	26,8%
Waste	waste, waste management, management, recycling, resource, reduce, material, zero waste, reuse, recycle	71 858	11,4%
Climate change	climate, carbon, climatechange, climate change, emission, sustainability, climateaction, climatecrisis, energy	68 719	10,9%
Plastic	plastic, packaging, plastic waste, ocean, bottle, sustainability, plastic pollution, plastic packaging	46 510	7,4%
Innovation	business, company, innovation, business models, model, opportunity, challenge, create, design, technology	39 382	6,2%
Circular thinking	circular economy, economy, circular, thinking, progress, transition, global, know, future, way	29 854	4,7%
Bioeconomy	bioeconomy, food, food waste, bio, biogas, biobase, bioplastic, biomass, organic, biodiversity, nature, produce	26 597	4,2%
Circular fashion	fashion, textile, clothing, clothe, sustainable fashion, fashion industry, circular fashion, design, material, fabric	20 509	3,3%
EU	eu, european, economy package, europe, commission, european commission, action plan, proposal, action, policy, target	20 276	3,2%

 

 

1. Events

Topic named Events contained all the communication about the social, educational and projects opportunities in the field of circular economy. They are common in all communication field (in hashtag analysis of twitter communication (Šálková et al. 2023) it appears in third place of zero waste communication) - the information about events are communicated across the field in social media. They are focusing on special occasions and organizational information, call for actions (mostly join with us), etc.

Companies are leveraging social media platforms to communicate with their shareholders and engage them in discussions (Mohd-Sulaiman a Hingun 2020). The aim of event tweets is the need to promote events (Koesharijadi, Merthayasa, a Nendi 2022), organized in the context of the circular economy. The effort to promote events from the side of non-profit organizations or business is quite large and generates several phases of communication for each event, ranging from preparation to implementation to feedback (looking back).  In this way, some organizations emphasize the importance of the circular economy (Jones a Comfort 2017) and promote their social responsibility, whether they are non-profit organizations, educational institutions (Kvasnickova Stanislavska et al. 2014) or corporate.  For this reason, the generated area is present in any evaluation and often comes to the fore in the topic area.

Overall, the communication of individual circular economy events takes up almost 30% of all communication, showing that the circular economy publishing community is very active.

 

 

1. Waste

The second main topic is in the area of waste. It is interesting that the connection with waste management is coming to the forefront of communication in relation to waste. This indicates an overall positive trend of trying to manage production and resource waste. The connection with CE and waste management is illustrated by (Richa, Babbitt, a Gaustad 2017) in connection with the circular economy for end-of-life lithium-ion batteries. Other important components of communication are the approach to addressing waste as a societal problem, here reuse, recycle and reduce approaches are mainly promoted. In general, communication in this area focuses mainly on waste and its reduction through reuse or recycling.

A relatively important area of waste issues is zero waste (Šálková et al. 2023), which also features prominently in this communication.(Ganczewski a Jemielniak 2022) found that a significant number of popular tweets with the #zerowaste hashtag are focused with the food packaging.

In summary, over 11% of all Twitter communication is about waste issues. (Kröhnert a Stucki 2021) note that there is a growing number of small eco-oriented zero waste stores in Europe that serve a specific segment of customers.  Overall, there has been a change in customer behaviour after the Covid-19 pandemic (Zhou a Ai 2022) ,which we do not fully understand (Chen et al. 2021).  The goal of corporate communication, then, is to reach out to customers even with the aforementioned behavioral change. Even plastic reduction through proper waste management, can prevent plastic waste from entering the environment (Borrelle et al. 2020).

 

1. Climate change

One in ten tweets communicated in relation to the circular economy on Twitter is related to climate change. According to (Connor et al. 2016; Dixon, Hmielowski, a Ma 2017) communicating climate change on social media is strategic to reach a different audience. Communication framed with negative emotions are more likely to match participants' feelings on climate change (Bloodhart, Swim, a Dicicco 2019) This may be related to the fact, as (Pamukçu 2020) points out, that the transition to a circular economy can play a significant role in the fight against climate change. Communication focuses on the connection to climate change itself, but also to carbon, the climate crisis and sustainability. Sustainability in the context of climate change is a common link.

 

1. Plastic

Plastic reduction has occupied a relatively large part of the road for a long time. Focused mainly on the reduction of packaging plastics, through legislation (Iroegbu et al. 2021) and setting up a recycling system (Molloy et al. 2022). As can be seen from the research recycling captures quite a large amount including plastic pollution issues (Van Emmerik et al. 2020) and microplastics (T. Wang et al. 2022) Technological advancements can play a significant role in plastic reduction, produkci druhotných produktů (J. Wang et al. 2022; Miao, Von Jouanne, a Yokochi 2021). The 4th place in communication indicates a fairly significant component of the overall circular economy communication.7.5 percent of the total communication indicates that despite the long-term resolution of this issue, there is still a need to communicate the topic of plastics even now.

 

1. Innovation

 

Six percent of communication is focused primarily on modern innovation practices and new business models. Here, companies communicate how their approach has changed, what new technologies are available and where they are heading in the circular economy. Innovation is essential for a circular economy (Panwar a Niesten 2020). Gradually there are tweets that incorporate design and innovative approaches (Konietzko, Bocken, a Hultink 2020) in solving problems are eco-innovations (Maldonado Castro et al. 2022), working with material (Kio, Anumba, a Ali 2022) etc.

 

1. Circular thinking

In almost five percent of communication, we discover an area that can be linked to circular thinking. This is an area that is by no means insignificant. The area of circular thinking is closely linked to circular economy, changing principles and thinking (Barnabè a Nazir 2022; Iacovidou, Hahladakis, a Purnell 2021; Velte, Scheller, a Steinhilper 2018) sustainability and resource efficiency (Maldonado Castro et al. 2022). Topic circular thinking is based on communication about change, the transition from linear to circular economy (De Mattos a De Albuquerque 2018) and the future. The aim is to change mindsets and promote circularity to change approaches to planning and production.

 

1. Bioeconomy

Concerns about the future development of society, even in areas such as the bioeconomy, are leading to pressure for innovative approaches that are specifically linked to the circular economy. Measures to reduce the impact on the future are collectively called Circular Bioeconomy (Iacovidou, Hahladakis, a Purnell 2021). The common area of bioeconomy includes communications related to food production (Gkountani a Tsoulfas 2021), bio-waste (Taffuri et al. 2021) and  biodiversity (Stephenson a Damerell 2022).

 

1. Circular fashion

 

The modern approach in fashion includes textile, cloth and fashion industry. Fashion industry is the third most polluting industry in the world (Papamichael et al. 2023). For this reason, circular fashion has become a part of circular economy concepts worldwide (De Aguiar Hugo, De Nadae, a Da Silva Lima 2021) fulfilling mainly the circular economy branch of reuse (Calaza, Varela Casal, a Valencia 2023). In many developed countries, the circular fashion approach is gradually gaining ground (Dan, 2021) and this is confirmed by the (Dan a Østergaard 2021) and this is confirmed by the 3% in global communication. 

 

1. EU

The last topic that occupies a more prominent position in communication is the geographical, economic and political marking of communication in relation to the EU. The communication mainly includes the relationship to the enforcement of circular economy and to EU legislation (De Mattos a De Albuquerque 2018). At the same time, there are a number of references to EU policies and individual actions in the circular economy (Yalçın, Paredis, a Jaeger-Erben 2023; Berbel, Mesa‐Pérez, a Simón 2023). The promotion of the circular economy concept on a European scale (Gabor, López–Malest, a Panait 2023) can be assessed at both micro and macroeconomic levels (Moraga et al. 2019). European Union institutions and agencies are actively promoting the circular economy agenda and encouraging sustainable production and consumption behaviors (Camilleri 2020)

 

Sentiment analysis

 

Twitter communication is illustrated by sentiment analysis (see Figure 2), which shows with which connotation the topic is communicated. Sentiment analysis is performed through data mining techniques which help us understand the connotation of a given tweet (Baraibar-Diez, Llorente, a Odriozola 2023).

 

Figure 2: Sentiment analysis

 

 

 

Figure 2 shows the proportions of sentiment in each Topic. The blue component shows the negative communication towards the Topic. As we can see the highest proportion of negative communication is about 12 percent in Topics EU, Plastic and Waste. On the other hand, the highest proportion of positive communication (gray component of the Figure 2) is achieved by Events, Fashion and Business. As we can see, all communicated topics exceed 25 percent of positive communication. With the exception of the already mentioned topic EU.

 

 

Geographic location of tweets

 

In the analysis of the main themes, 9 main areas of communication were identified that describe the core themes.

In addition to the analysis of the structure of the topics communicated and their sentiment, information on geographical locations in terms of the number of tweets in the world is essential for the research. In terms of the locations of tweets about circular economy, the following map (Figure 3) provides an indication of all countries that have reached 100 tweets. In terms of analysis, the United Kingdom (GB) has the highest number of tweets related to the circular economy with 171,000, the United States of America (US), and the EU in general. Alongside Canada and Australia, the world's most populous country - India - then comes to the fore (United Nations b.r.).

 

 

Figure 3: World tweets geolocation

 

 

 

Table 3 shows the representation of the identified topics in the communication of the 10 countries where the circular economy is most communicated on Twitter.

 

Table 3: Representation of topics in the communication of selected countries

Topic	Total count	GB	US	BE	NL	CA	ES	IT	DE	India	AU
Events	26,8%	26,7%	19,4%	34,8%	37,7%	22,5%	29,2%	33,5%	29,8%	15,3%	24,4%
Waste	11,4%	10,9%	12,5%	10,4%	7,3%	16,7%	8,3%	8,4%	9,5%	16,5%	19,1%
Climate change	10,9%	9,1%	11,6%	12,2%	9,1%	11,0%	10,1%	12,8%	14,8%	11,8%	11,5%
Plastic	7,4%	6,5%	9,4%	8,5%	4,6%	9,2%	6,4%	4,8%	10,8%	8,4%	8,4%
Innovation	6,2%	6,3%	8,6%	3,7%	7,3%	6,6%	5,4%	5,0%	4,8%	4,3%	5,4%
Circular thinking	4,7%	4,0%	6,4%	2,2%	5,1%	5,2%	4,6%	4,1%	3,2%	5,1%	5,4%
Bioeconomy	4,2%	3,6%	3,7%	4,7%	3,6%	4,6%	5,2%	6,6%	5,9%	3,7%	4,5%
Circular fashion	3,3%	4,1%	4,1%	1,4%	2,5%	2,9%	2,4%	2,8%	3,0%	2,9%	4,0%
EU	3,2%	2,9%	1,5%	10,7%	3,2%	1,2%	4,8%	3,7%	3,9%	1,3%	1,0%
Total*	78,1%	74,1%	77,2%	88,6%	80,4%	79,9%	76,4%	81,7%	85,7%	69,3%	83,7%

*Total count shows the proportion of topic in the global communication about circular economy on Twitter

 

Events

 

The high representation of discussions on events in the Netherlands, Belgium, and Germany may be indicative of a strong emphasis on discussing events on Twitter in these countries. This heightened interest could be influenced by several factors. For instance, the study by (Zerback et al. 2020) provides insights into the content analysis of tweets, social media, and online newspapers during the measles outbreak in the Netherlands, reflecting the active engagement with events on social media platforms. Additionally, the research by (Jacobs et al. 2018) discusses the content analysis of immigration news coverage in Flanders and the Netherlands, indicating the extensive coverage of events in these regions. Furthermore, the study by (Kaufhold a Reuter 2016) explores the use of social media during the 2013 European floods in Germany, reflecting the role of digital volunteers and social media in event-related discussions. Moreover, the study by Moran et al. discusses the challenge of incorporating circular economic principles in the fashion industry, reflecting the industry's transition towards sustainable and circular practices. Additionally, the research by (Paprotny et al. 2021) explores the estimation of residential losses from different flood types, indicating the relevance of event-related research in understanding the impact of natural disasters. Furthermore, the study by Moran et al. discusses the capacity of the fashion industry to become sustainable through circular economic principles, reflecting the industry's transition towards sustainable and circular practices.

 

Waste

Based on the analysis of social media data on the topic of waste, it is evident that there is a varying level of interest in waste issues across different countries. The highest interest in the topic of waste is observed in Australia (19,1%) and Canada (16,7%), while the lowest interest is in the Netherlands (7,3%). This discrepancy may indicate a higher public and social commitment to waste issues in Australia and Canada compared to the Netherlands. Several factors could contribute to this observation.

 

The public and social commitment to waste issues in Australia and Canada may be influenced by the reflections on consumer waste and sustainable consumption practices in these countries. Additionally, the study on the virtual waste community in Indonesia illustrates that social media can act as an alternative platform to respond to waste issues (Redyantanu, Yatmo, a Atmodiwirjo 2022). This suggests that the active engagement of social media users in Australia and Canada could be contributing to the higher interest in waste issues observed in these countries.

 

Moreover, the environmental impacts of COVID-19 on Victoria, Australia, have been studied, indicating changes in pollution levels during the pandemic (Boroujeni, Saberian, a Li 2021). This could have raised awareness and concern about environmental issues, including waste management, leading to a higher level of interest in waste-related topics in Australia. Furthermore, the study on medical waste management in Australia highlights the impediments such as lack of awareness and absence of a national policy and regulatory framework for managing medical waste (Andeobu, Wibowo, a Grandhi 2022). These challenges could have prompted increased public attention and commitment to waste issues in Australia.

 

In contrast, the lower interest in waste issues in the Netherlands may be influenced by factors such as unaligned policies and regulations hindering effective waste management practices (Shooshtarian et al. 2022). Additionally, the study on the potential of packaging for reducing fruit and vegetable losses in Sub-Saharan Africa emphasizes the importance of packaging in supporting waste reduction technologies (Tapsoba et al. 2022). The lack of emphasis on such interventions in the Netherlands could contribute to the lower interest in waste-related topics.

 

 

Climate Change

The high percentage of discussion on climate change in Germany, as compared to Belgium, may be influenced by various factors. The power of persuasive narratives and discourses constructed to support climate inaction, as well as the influence of public relations and denial strategies related to climate change, could shape the public interest in climate change topics (Weingart, Engels, a Pansegrau 2000). Additionally, changes to climate change reporting and increasing access to education about climate change issues may reduce anxiety and enhance motivation for positive personal engagement, potentially contributing to the strong public interest in climate change in Germany (Parry, McCarthy, a Clark 2022). Public participation in climate change discussions is considered to resolve differences and promote action, which could be a contributing factor to the high level of interest in climate change in Germany (Zeng 2022). The media's considerable attention to climate change with differences in tone, focus, or the degree of controversy may also influence public interest in the topic (Post 2016). Furthermore, the strategies for climate change communication through social media, which aim to orientate communication objectives, approach citizens effectively, and create interaction with users, could contribute to the high level of discussion on climate change in Germany (León et al. 2023). The message of emergency regarding climate change, as published in the media, together with the social perception of risk, appear to be complex social phenomena with constant feedback, potentially influencing public interest in the topic (Teso-Alonso, Morales-Corral, a Gaitán-Moya 2021). Moreover, the Paris climate negotiations and the approval of the Paris Agreement in Germany may have contributed to the strong public interest in climate change in the country (Gao, Liu, a Yu 2021).

 

Plastic

The extensive discussion on plastics in Germany and the USA, as compared to other countries, may be indicative of a greater public awareness of the problems associated with plastic in these countries. This heightened awareness could be influenced by various factors. For instance, the study by (Jambeck et al. 2015) highlights the significant amount of plastic waste entering the ocean from coastal countries, emphasizing the global scale of the issue (Jambeck et al. 2015). Additionally, the review by (W. C. Li, Tse, a Fok 2016) provides insights into the sources, occurrence, and effects of plastic waste in the marine environment, shedding light on the environmental impact of plastic pollution. Moreover, the study by Wurm et al. discusses the challenges and current status of plastics and the environment in Germany and Australia, providing a localized perspective on the issue (Wurm et al. 2020).

 

Additionally, the study by Andrea et al. emphasizes the global scale of plastics manufacture and production, highlighting the magnitude of the challenge posed by plastic waste (Andrea et al. 2020). Additionally, the research by Dalu et al. explores the integration of management practices for plastic littering in schools, indicating the importance of education and awareness in addressing plastic pollution (Dalu et al. 2020). Moreover, the study by (Van Oosterhout et al. 2022) highlights the low public knowledge on the recyclability of plastics, suggesting a potential area for targeted awareness campaigns. Additionally, the nationwide assessment of plastic pollution in Denmark using citizen science, as conducted by (Syberg et al. 2020), underscores the active involvement of citizens in addressing plastic pollution.

 

In context of previous, the high level of discussion on plastics in Germany and the USA may be influenced by a combination of factors, including the global scale of plastic waste generation, the environmental impact of plastic pollution, challenges and current status of plastics and the environment, education and awareness, public knowledge on recyclability, and citizen involvement in addressing plastic pollution.

 

Innovation

The high level of discussion on innovation in the US and the Netherlands may be indicative of a strong interest in technological progress and new ideas in these countries. This heightened interest could be influenced by various factors. For instance, the study by (Cefis a Marsili 2006) explores the relationship between innovation and the survival of manufacturing firms in the Netherlands, shedding light on the significance of innovation for firm survival (Cefis a Marsili 2006). Additionally, the study by (Damanpour 2010) integrates research findings on the effects of firm size and market competition on product and process innovations, providing insights into the factors influencing innovation at different levels of analysis. Moreover, the study by Negro et al. provides an explanation of the success or failure of an emerging technology, offering insights into the dynamics of innovation systems and the factors contributing to the rise and fall of innovative technologies (Negro, Suurs, a Hekkert 2008).

 

Furthermore, the study by (Suurs, Hekkert, a Smits 2009) analyzes the strategies followed and their effects in the formation of a biofuels innovation system in the Netherlands, highlighting the importance of understanding the dynamics of innovation systems and the factors influencing the competition between first and second-generation technologies. Additionally, the study by Ponds and Oort describes the spatial patterns of innovation in science-based industries in the Netherlands, providing insights into the geographical distribution and intensity of innovation across industries (Ponds a Van Oort 2008).

Moreover, the study by (Suurs, Hekkert, a Smits 2009) applies a Technological Innovation System perspective to analyze the build-up of a technological innovation system around hydrogen and fuel cell technologies, offering insights into the dynamics and development of innovation systems.

 

In context of previous, the high level of discussion on innovation in the US and the Netherlands may be influenced by a combination of factors, including the relationship between innovation and firm survival, the effects of firm size and market competition on innovation, the dynamics of innovation systems, and the spatial patterns of innovation in different industries. These factors collectively contribute to the strong interest in technological progress and new ideas in these countries.

 

Circular Thinking

The prevalence of circular thinking in the US and the Netherlands, reflecting an interest in sustainability and recycling, is influenced by several factors. (Prendeville, Cherim, a Bocken 2018) demonstrate the increasing use of circular economy concepts in practice by policymakers, indicating a growing attention to sustainability and circular thinking. (Mendoza, Gallego-Schmid, a Azapagic 2019) present a methodological framework for implementing circular economy thinking in higher education institutions, emphasizing the importance of integrating circular economy principles into various sectors, including education and sustainability. (Esposito, Tse, a Soufani 2017) discuss the potential of circular economy as a new fast-expanding market, indicating the growing recognition of circular economy as a significant driver of sustainable development and economic growth.

Furthermore, (Bouziotas et al. 2019) explore the simulation-based decision support for integrated decentralized urban water systems, emphasizing the practical application of circular economy thinking in creating sustainable water neighborhoods. (Diamantis a Puhr 2022) discuss the macro – and micro-level connections between work–life balance, quality of life, and circular economic thinking as drivers of sustainability, highlighting the broader societal implications of circular economy principles. (Sankaran 2023) explores the potential of renewable methanol from industrial carbon emissions as a strategy aligned with circular economy principles, indicating the relevance of circular thinking in addressing industrial emissions and sustainability.

 

In context of previous, the high representation of circular thinking in the US and the Netherlands may be influenced by a combination of factors, including the increasing use of circular economy concepts in practice, the integration of circular economy thinking in higher education, the recognition of circular economy as a new market, the practical application of circular economy in urban water systems, and the broader societal implications of circular economy principles.

 

Bioeconomy

The high representation of bioeconomy interest in Italy and Germany may be indicative of a strong focus on biotechnology and sustainable economic models in these countries. This heightened interest could be influenced by several factors. For instance, the study by (Frisvold et al. 2021) emphasizes the importance of adopting a comprehensive definition of the bioeconomy to better assess its current state and develop strategies to support its growth. Additionally, the research by (Bringezu et al. 2020) highlights the significance of the bioeconomy as a complex field related to far-reaching changes in today's production systems, indicating the broad impact of bioeconomy strategies.

 

Furthermore, the study by (Meyer 2017) discusses the potential compromise of bioeconomy acceptance if policies continue to ignore ongoing societal debates on agriculture and food, underscoring the societal implications of bioeconomy policies. Moreover, the study by (Ding a Grundmann 2021) employs a qualitative comparative analysis to determine the conditions supporting a bioeconomy transition, highlighting the importance of understanding the conditions conducive to bioeconomy development.

 

Additionally, the research by (Priefer, Jörissen, a Frör 2017) discusses the need to shape the bioeconomy, emphasizing the complexity of the bioeconomy field and the variety of sectors, actors, and interests involved. Furthermore, the study by (Bergek et al. 2008) analyzes the functional dynamics of technological innovation systems, providing a scheme of analysis to understand the dynamics of innovation systems, which could be relevant to bioeconomy development.

 

In context of previous, the high representation of bioeconomy interest in Italy and Germany may be influenced by a combination of factors, including the need for a comprehensive definition, the societal implications of bioeconomy policies, the conditions supporting bioeconomy transition, the complexity of the bioeconomy field, and the functional dynamics of technological innovation systems.

 

Circular Fashion

 

The high representation of circular fashion interest in Australia and the US may indicate a growing interest in sustainable fashion, influenced by various factors. For instance, the study by (Gazzola et al. 2020) provides insights into the perception of sustainability and circular economy in fashion, particularly focusing on the Generation Z demographic, indicating a shift in consumer attitudes towards sustainable fashion.

 

Additionally, the research by (Pedersen, Earley, a Andersen 2019) discusses the inspiration for designers to explore the potentials of circular design in the textile and fashion industry, reflecting a growing trend towards circular fashion practices.

 

Furthermore, the study by (De Aguiar Hugo, De Nadae, a Da Silva Lima 2021) emphasizes the potential of circular fashion in cleaner production and reducing textile waste, aligning with the growing emphasis on sustainability in the fashion industry.

 

Moreover, the research by (Piller 2023) explores sustainable pathways for Australian fashion small to medium enterprises, highlighting the shift towards circularity and sustainability in the Australian fashion industry. Additionally, the study by (Ki, Park, a Ha‐Brookshire 2021) delves into consumers' moral stance on corporations' and individuals' responsibilities in creating a circular fashion economy, indicating a shift in consumer expectations and behaviors towards sustainable fashion practices. Furthermore, the research by (Moran, Eichelmann, a Buggy 2021) discusses the challenge of incorporating circular economic principles in the fashion industry, reflecting the industry's transition towards sustainable and circular practices.

 

In context of previous, the high representation of circular fashion interest in Australia and the US may be influenced by a combination of factors, including the shift in consumer attitudes, the inspiration for circular design, the potential for cleaner production, the sustainable pathways for fashion enterprises, and the challenge of incorporating circular economic principles in the fashion industry.

 

EU (European Union)

The high level of discussion on the European Union (EU) in Belgium, as compared to other countries, may be indicative of the country's geographical and political proximity to EU institutions. This heightened interest could be influenced by several factors. For instance, the study by Kenealy et al. provides insights into the functioning of the EU, reflecting the ongoing changes in the EU in the aftermath of the Eurozone crisis and the global context in which the EU exists (Kenealy, Peterson, a Corbett 2017). Additionally, the research by (Mannin 2018) offers a concise introduction to the European Union, providing an overview of the EU's role in international trade and political science. Furthermore, the study by (Liobikiene, Krikštolaitis, a Miceikienė 2021) evaluates the implementation of sustainable bioeconomy in European Union countries, shedding light on the EU's efforts towards sustainability and ecological development. Moreover, the study by (D’Adamo et al. 2022) explores regional transitions to the bioeconomy using a socio-economic indicator, highlighting the relevance of regional, national, and European public policies in achieving sustainable goals. Additionally, the research by (Moran, Eichelmann, a Buggy 2021) discusses the capacity of the fashion industry to become sustainable through circular economic principles, reflecting the EU's role in promoting sustainable practices in various industries. Furthermore, the study by (Drejerska 2018) examines the employment and education for the bioeconomy, emphasizing the economic significance of the bioeconomy in the European economy.

 

In context of previous, the high representation of EU discussion in Belgium may be influenced by a combination of factors, including the ongoing changes in the EU, its role in international trade, efforts towards sustainability, regional transitions to the bioeconomy, and the EU's role in promoting sustainable practices and economic development.

 

 

Dynamics of communication

 

The dynamics of communication surrounding the circular economy have shown a significant increase in interest and engagement over the years, particularly from 2014 to 2018, with a stable level of communication since 2018, reaching up to 100,000 tweets per year. This indicates the growing importance and relevance of the circular economy as a topic of discussion (Geissdoerfer et al. 2017; Hofstetter et al. 2021; Mastroeni, Naldi, a Vellucci 2023; Luz 2022; Ozili 2021; Melles 2021). The intensification of public discourse on the circular economy has been noted as a potential risk, as it may lead to a blurring of the concept and inefficiency in its implementation (Mirzyńska et al. 2021). Furthermore, the circular economy has been recognized as a new paradigm for achieving sustainability, drawing attention from policymakers, scholars, and business managers (Ormazabal et al. 2017). The literature also emphasizes the role of the circular economy in minimizing material waste, reducing environmental degradation, and mitigating climate change (Ozili 2021). Additionally, the circular economy has been gaining attention as a means to reduce dependency on raw materials and achieve social, economic, and environmental outcomes (Marcon et al. 2023). The concept of the circular economy has been integrated as a systematic and holistic economic operation involving every field and every link in the production chain of social value (Popa a Popa 2018). Moreover, the circular economy has been identified as a growing business that is part of sustainable development, aiming to reduce environmental impact (Faria et al. 2020). The impact of the circular economy on various sectors, such as mining and power generation, has been analyzed and evaluated, highlighting its potential influence on the economy (Kozioł a Kozioł 2020). The adoption and implementation of green procurement national plans have been found to have a positive impact on significant indicators characterizing the circular economy, encouraging the generalization of concerns regarding the adoption of coherent public policies in all Member States (Siminicg et al. 2020). The establishment of evaluation index systems and the development of educational programs focused on the circular economy further demonstrate the increasing attention and efforts directed towards this concept (Minguez et al. 2021; Jinghua Liu et al. 2022; Sysoiev 2021). These findings collectively underscore the growing interest and engagement in the circular economy, positioning it as a pivotal topic in sustainability and economic discourse.

 

 

 

 

 

 

European Commission, 2015. Closing the loop: Commission adopts

ambitious new Circular Economy Package to boost competitiveness,

create jobs and generate sustainable growth, Brussels.