This paper was presented at The ISPIM Innovation Summit, Brisbane, Australia on 6-9 December 2015. The publication is available to ISPIM members at www.ispim.org. 1 Towards Circular Economy Business Models: Consumer Acceptance of Novel Services Maria Antikainen* VTT Technical Research Centre of Finland, P.O. Box 1300, FI-33101 Tampere, Finland E-mail: firstname.lastname@vtt.fi Minna Lammi University of Helsinki, Consumer Society Research Centre Unioninkatu 40, (P.O. Box 24) , 00014 University of Helsinki E-mail: firstname.lastname@helsinki.fi Harri Paloheimo, Timo Rüppel CoReorient Oy Työpajankatu 2bE, 00580 Helsinki E-mail: firstname.lastname@coreorient.com Katri Valkokari VTT Technical Research Centre of Finland, P.O. Box 1300, FI-33101 Tampere, Finland E-mail: firstname.lastname@vtt.fi Abstract: There is a need to accelerate the change from the current linear economy towards a circular economy (CE), which is regenerative by intention and design. The transformation towards CE entails radical changes in the business environment. Thus, in CE-based business model (BM) innovation, we need to understand consumer preferences, their everyday life, and the role of material objects. We here build a preliminary framework based on consumer practices and the product–service system (PSS) literature. We also present the results of a small survey investigating consumers’ opinions about BMs based on services, which was carried out (n=239) at the Housing Fair in Finland in 2015. The findings indicated consumers’ past experiences were most strongly related to conventional service use, such as a car utilisation, though consumers also indicated interest in trying other CE-based services. Consumers seem to more easily adopt a BM that does not require dramatic changes in their practices. Keywords: Keywords: circular economy, business models, consumer, survey, services 1 Introduction Motivation and research gap