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This study aims to propose guidelines for developing circular products based on waste recovery that are aligned with sustainable production and consumption.

A systematic literature review and case studies on circular product development were conducted. In total, 15 companies with products based on waste recovery and aligned with sustainable production and consumption goal were studied.

The results show the decisions and strategies applied at each stage of the new product development process, including the design for recycling, the use of waste as a raw material for products and the concern for reducing pollution and recovering end-of-life products.

The cases studied meet the goals of efficient use of natural resources and waste reduction by preventing, reducing, recycling and reusing waste. For practitioners, a set of guidelines is proposed to help companies develop circular products based on waste recovery.

Previous studies have not evaluated the new product development process and circularity from the institutional theory and waste valorization perspectives.