Green Virtual Enterprise Breeding Environments and their Forward-Green Virtual Enterprises, represent a promising paradigm to face the sustainable manufacturing, logistics and consumption challenges towards a Circular Economy. This paper explores the ‘build-to-order supply chain management’ paradigm and the customers involvement in sustainable supply chains to support the creation and operation of goal-oriented supply networks capable of responding to the two-sided market demands of the Circular Economy by means of sustainable offers by industry and sustainable demand by society.