Leveraging Circular Business Models to Achieve Living Incomes for Ivorian Cocoa Farmers

Simeon Human

doi:10.55845/joce-2026-4153

Authors

Simeon Human Royal Agricultural University, United Kingdom Author https://orcid.org/0000-0001-9878-0532

DOI:

https://doi.org/10.55845/joce-2026-4153

Keywords:

Circular Economy, Cocoa, Living Income, Transparency, Consumer, Entrepreneurial Circular Business Model, Value Chain

Abstract

Purpose: value chain transparency and circularity are tested as concepts that could enable Ivorian cocoa farmers to maintain a living income, defined as the amount needed for a household to afford a decent standard of living. The Fair Score Framework is a proposed conceptual framework designed to measure value chain fairness. Its development responds to calls in the literature for improved implementation of the circular economy.

Methodology: this study uses a qualitative approach, combining a narrative review with a conceptual framework development design. The primary dataset includes a farmer questionnaire (n=215), consumer questionnaire (n=212), and semi-structured interviews (n=12). The research is guided by consumption theory, drawing on Keynes, Friedman, and Modigliani.

Findings: farmers suggest that adopting circular practices yields minimal income gains unless value chain inequalities are structurally addressed. Consumers from six countries increased the share paid to farmers by 7.41% after watching an informational video. A Cronbach’s Alpha of 0.79 confirms acceptable reliability. Interviewees noted that while circularity may reduce waste, it cannot ensure poverty alleviation in its current form. This presents an opportunity to develop entrepreneurial circular business models that address income distribution.

Originality: entrepreneurial circular business models could be leveraged by incorporating the Fair Score Framework, using the United Nations Sustainable Development Goals, Nutri-Score label and Organisation for Economic Co-operation and Development Circularity Scoreboard as reference points.

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