CIRCULAR ECONOMY STRATEGIES IN THE OLIVE OIL INDUSTRY

For a future oriented management of natural resources, circular economy arises as an innovating business model for reduce, reuse, and recycle of products along a business network. Past studies approached circular economy practices in several sectors and the results have rendered mixed conclusions. Portugal ́s olive oil industry offers a vast potential to explore its differentiating characteristics, and sustainable practices. One of the aspects that is vastly researched is the sustainability and circularity of the supply chain. However, studies have not sufficiently investigated the link between the development relationships among business actors and the consequent transition to more circular models. This research aims to uncover how business relationships affect and are affected by the development and success of circular business models. Results show that business relationships are crucial in shaping circular business models. Regarding the impact of business relationships on the uptake of circular business models, this study reveals that trust and long-lasting relationships can hamper the adoption of circular practices. Additionally, the designing of circular business models and the consequent implementation of such practices, requires collaboration since transitions to a circular economy are not achievable in isolation, it requires active participation of multiple stakeholders.