Siet Sijtsema | Wageningen University & Research

'Let's talk about Circular Economy'

Siet will share her experiences with and insights from consumer studies about circular initiatives related to food, biobased materials and textiles. To support behavior change it is needed to better understand consumers' perceptions of the circular economy, and come up with acceptable products and communication. But how to achieve this? Siet will give various examples of co-creation sessions in which designer and consumer researchers joined forces, and will share the challenges for future studies.

Research partner(s): Studio Madelinde Hageman

Biography

Siet Sijtsema works as a senior scientist at Wageningen University and Research and holds a PhD about Consumers’ perception in the perspective of consumer oriented product development.

She applies quantitative and especially qualitative consumer research methods such as focus groups discussions and co-creation sessions in which creative techniques are applied to study healthy and sustainable food, bio-based products and packaging, textile and circular economy initiatives.

Based on her research last decades, she developed the Circular Food Design model which represents a multidisciplinary and users oriented approach to support innovations towards a more circular and fossil free society.