Circular Economy in Finland : the role of SPR kirppis in promoting sustainable consumption.

Abstract

This thesis explores how SPR Kirppis, a second-hand retail chain operated by the Finnish Red Cross, contributes to sustainable consumption and supports Finland’s Circular Economy (CE). Through a qualitative case study focused on the Vaasa location, the research examines how the organization integrates environmental and social goals by promoting reuse, reducing waste, and offering employment opportunities to disadvantaged individuals. Data were collected through interviews, observations, and document analysis, revealing four key themes: social inclusion, reuse-focused operations, public engagement through social media, and community collaboration. While SPR Kirppis encourages second-hand shopping—particularly among younger consumers—and helps normalize sustainable practices, it also faces challenges, such as unsorted donations and limited partnerships.

The findings highlight the organization’s grassroots approach as an accessible and culturally relevant model of CE, contrasting with more industrial top-down strategies. Limitations include a narrow data set based on one location and the exclusion of customer and donor perspectives. Despite these constraints, the study provides valuable insight into how local social enterprises like SPR Kirppis can promote sustainability through practical, community-driven actions. It underscores the importance of recognizing smaller actors in advancing national sustainability goals and broadening the understanding of what effective CE partici-pation can look like in everyday contexts.