Opportunities and Challenges of Mass Customization for Circular Economy: A Literature-Based Analysis

Moving towards circular businessBusiness” models (CBM) may contribute to the achievement of a more sustainable society while strengthening the competitive advantage of organizations. Consumers and other key players should intensively and closely participate in CMB due to its essential role in closing loops. Mass CustomizationMass Customization” (MC) is discussed as a way to work closely with the consumer. However, the research on the synergiesSynergy” between CE and MC is still in its infancy. Furthermore, the few findings available in the literature are sometimes conflicting. This paper aims to synthesize the synergiesSynergy”, opportunities, and challenges of MC for CE through a theoretical study based on a systematic literature reviewLiterature review”. Our results highlighted that co-creation and communication, designDesign” strategies, and material and energy efficiency are some synergiesSynergy” between MC and CE. MC for CE has great potential, although, it might be extensively analyzed case by case to make sure that the closed-loop strategies are suitable and do not result in rebound effects. Besides advancing the understanding and the debate on the relationships between MC and CE, our results also outline directions for further research on refining MC to enable the CE transition.