Greenwishing as a phenomenon in the circular economy and sustainable business model practice

Other conference contribution, 2026

Circular economy (CE) and sustainable business models (SBMs) benefits for environmental performance are sometimes taken for granted, while empirical quantitative validation is often missed or postponed. The assumed improvement in environmental performance “by design” tends to create a state of wishful thinking; that by merely designing and implementing circular and SBMs, superior environmental performance will be achieved. This paper aims to investigate this phenomenon and further develop the greenwishing concept proposed by Duncan Austin. We propose a mixed-method design: a systematic literature review, multiple cases applying Business Model Life Cycle Assessments (BM-LCA), and interviews/document analysis. The expected result is to clarify the definition of greenwishing, its plausible explanatory mechanisms, and practical responses that can reduce its occurrence.