The objective of my PhD is to investigate how synergies between businesses and consumers can contribute to the development of more sustainable production and consumption patterns that enable the transition to extended sustainable supply chains. First, the short- and long-term dynamics are examined for extending the lifetime of products in a circular supply chain with the help of system dynamics. Second, the role of consumers in the circular supply chain is investigated with aspect-based sentiment analysis and system dynamics. Here, system dynamics is a holistic approach that allows one to model complex, interconnected systems, while aspect-based sentiment analysis uncovers emotions reflecting customers’ attitudes towards aspects of a product. Third, the consequences of due diligence on the supply chain and supply of goods to consumers in the circular supply chain that take effect in 2023 are examined. Fourth, the sourcing strategy in relation to the new due diligence legislation for the circular supply chain is examined using multi-objective optimization.