Exploring public voice on social media: Twitter Users' views on the circular economy

Abstract

AbstractThis paper aims to explore all the ideas and topics associated with the discussion about the circular economy on social media sites. All tweets mentioning the CE were collected and subjected to latent Dirichlet allocation topic modelling to identify discussion themes manual validation refined topic coherence. Findings offer novel empirical insights into how the CE is currently framed in public discourse. Dominant themes emphasise strategic communication and technical CE activities rather than inclusive participation. Gaps were also identified, such as limited discussion of CE's social role and broader activities beyond recycling. By quantitatively examining large‐scale online discussions, this research makes an original contribution to establishing the neglected social dimension of CE transitions. The findings carry essential theoretical implications for refining CE conceptualisations better to integrate socio‐cultural factors critical for just, systemic change. Practically, the study equips decision‐makers with data‐driven guidance on developing more participatory communication approaches and policies promoting the CE. This study transitions research and advances the scholarship of the circular economy by using a mixed‐methods approach to analyse a crucial but little‐studied stakeholder perspective.