CircleUp aims to understand households’ behaviours and attitudes in the transition towards a circular economy, focusing on minimising waste in everyday behaviour and practices related to food, textiles, electronics and packaging. While a lot of work has been done on the production side, consumer research remains underdeveloped. This deliverable presents a conceptual framework to address this gap by developing, testing, implementing, evaluating, and disseminating a tailored intervention to enhance consumer engagement in a circular economy at both individual and collective levels. This deliverable provides a comprehensive overview of the development and rationale behind the conceptual framework that forms the basis of the CircleUp project. It outlines the steps taken throughout the project, divided into several parts, each contributing to the overall conceptual framework. The main parts of this work include i) the literature review of the SSBC stage model. This review forms the theoretical foundation for the further development of the project; ii) the workshop results; summarizing the outcomes of the different workshops held during bi-weekly and project meetings organized by NTNU and Prosperkolleg, highlighting collaboration between the project partners and stakeholders; iii) the CircleUp app concept; providing some details about the functionalities of the app iv) and the behavioural challenges, providing a detailed outline of the sixteen behavioural challenges, following the SSBC stage model.