How are the Marketing Strategies Linked with the Circular Economy?

Abstract

The circular economy (CE) has evolved into a transformative concept challenging the traditional linear model of production and consumption. In the last few years, marketing researchers and practitioners have widely recognized the need to adjust marketing strategies to align with the principles of a circular economy; however, the discipline as a whole remains fragmented and under-researched. The paper provides a systematic literature review of the intersection between the circular economy and marketing with a view to synthesizing the extant knowledge base and identifying potential research fields. The review highlights three streams of research: (1) the effects of circular value propositions on branding, product development, and positioning; (2) The value of consumers with favourable attitudes, together with awareness and trust, as key means of stimulating the adoption of a circular approach in practice; and (3) the integration of digital technologies, including blockchain and big data, as means of enhancing the level of transparency and consumer involvement. Although current studies introduce valuable information, significant gaps exist with respect to cross-cultural customer behavior, marketing performance evaluation for CE settings, and the eventual consequences of extended circular branding for customer loyalty. The paper concludes with a conceptual framework integrating these learnings and outlining opportunities for further developing theory and practice. Also, it contributes to the extension of the respective literature on sustainable marketing and reflects the critical importance of integrating the principles of a circular economy into marketing theory and practice.