Examination of Business Producers Development Program to Promote Circular Economy

抄録

The shift from a linear economy to a circular economy (CE) requires new marketing methods. While linear businesses expanded touchpoints for segmented targets in order to create a market (Kotler, Kartajaya, & Setiawan, 2021), CE requires creating connectivity with the all the resources that exist around them (Fukuta, 2017; Nishikawa, 2010; Onzo, 2007). Aoyama Gakuin University has been working on Project Based Learning (PBL) to plan service businesses that are compatible with Goal 12.3 of Sustainable Development Goals (SDGs) and Creating Shared Value (CSV) since 2020, with the aim of developing human resources that can produce the next generation of businesses. Goal 12.3 is “By 2030, halve per capita global food waste at the retail and consumer levels and reduce food losses along production and supply chains, including post-harvest losses,” which falls under Goal 12 of SDGs: “Responsible Production and Consumption.” In this study, based on the practical results of the PBL class, the training method of business producers required in the circular economy was examined.