Creating a Circular Economy in the Automotive Industry: The Contribution of Combining Crowdsourcing and Delphi Research

The circular economy (CE) is an essential societal topic of the 21st century. Although various scientific disciplines address it, many research gaps exist. The Delphi is a proven instrument for managerial decisions, which also gained importance in sustainability-oriented innovation research. Likewise, innovation processes using the input of crowds are emerging phenomena. Nevertheless, the Web of Science publication record includes a few articles applying crowdsourcing or the Delphi method to support CE-oriented management decisions only, and their further application has limitations. Addressing these gaps, this article presents an advanced concept integrating both methods to support the development of CE products and software responding to the worldwide need for more sustainable automotive products and CE solutions for tyres specifically. A combination of two-stage crowdsourcing and Delphi approaches was used, involving 509 participants from the EU member state Germany in total. This article provides, in particular, five contributions: First, it identified specific benefits of combining crowdsourcing and the Delphi method. Second, the attractiveness of a CE software system with product configuration tools is shown. Third, the interest in a quality label for sustainable tyres is unveiled. As the fourth contribution, the analyses show the importance of the CE software’s and labels’ consideration of social aspects in the tyre value chain and certain substances influencing appropriate recycling. Fifth, it represents consumers’ suggestions for products made of tyre recyclates and their interest in additional CE automotive products. The article finishes with recommendations for developing a tyre CE and applying the method combination in research and management.