Circular economy and green marketing, impact on consumer behavior and market opportunities
Keywords:
arketing, green economy, consumer education, environmental conservation, natural resources.
Abstract
An increasing number of global organizations recognize ecological issues as a fundamental part of business operations and strategies, considering ecological sustainability as a fundamental concept for the effective progress of marketing strategies. Therefore, ecological marketing proposes a marketing perspective that promotes ecosystem protection and sustainable development; Therefore, it is defined as that comprehensive management process, responsible for the identification, anticipation and satisfaction of demands, both from consumers and from the community in general, in a sustainable and profitable way. On the other hand, when talking about circular economy it refers to an alternative option to the traditional linear economy, which allows the use of resources for as long as possible, extracting maximum value from them, with the ability to recover and recycle materials and products at the same time. end of the useful life of each product. Consequently, when ecological marketing adopts business guidelines based on the circular economy, it can promote behavioral changes in consumers that give way to innovative market options, such as the design of highly durable and easy-to-repair products, implementation of processes. recycling and reusing products, promoting collaboration and exchange between consumers. This is why this bibliographic review has been developed with the purpose of analyzing ecological marketing and the circular economy, establishing the focus on the impact they have on consumers and the opening of novel market options.
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References
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Fuxman, L., Mohr, I., Mahmoud, A., & Grigoriou, N. (2022). The New 3Ps of Sustainability Marketing: The Case of Fashion. Sustainable Production and Consumption, 31, 384-396. https://doi.org/10.1016/j.spc.2022.03.004
Giraldo-Patiño, C. L., Londoño-Cardozo, J., Micolta-Rivas, D. C., & O’neill-Marmolejo, E. (2021). Marketing sostenible y responsabilidad social organizacional: Un camino hacia el desarrollo sostenible. AiBi Revista de Investigación, Administración e Ingeniería, 9(1), Article 1. https://doi.org/10.15649/2346030X.978
Guaña-Moya, E. J., Quinatoa-Arequipa, E., & Pérez-Fabara, M. A. (2017). Tendencias del uso de las tecnologías y conducta del consumidor tecnológico. Ciencias Holguín, 23(2), 15-30.
Hong, Z., & Guo, X. (2019). Green product supply chain contracts considering environmental responsibilities. Omega, 83, 155-166. https://doi.org/10.1016/j.omega.2018.02.010
Ji, P. (2018). Research on the Green Marketing Strategy of Enterprises in the Context of Circular Economy. 45-49. https://doi.org/10.2991/mehss-18.2018.11
Kelleci, A., & Yıldız, O. (2021). A Guiding Framework for Levels of Sustainability in Marketing. Sustainability, 13(4), Article 4. https://doi.org/10.3390/su13041644
Kitchenham, B., Pearl Brereton, O., Budgen, D., Turner, M., Bailey, J., & Linkman, S. (2009). Systematic literature reviews in software engineering – A systematic literature review. Information and Software Technology, 51(1), 7-15. https://doi.org/10.1016/j.infsof.2008.09.009
Kotler, P., & Armstrong, G. (2018). Introducción al Marketing: Selección de capítulos de «Fundamentos de Marketing», 13 ed., 9786073238458. Pearson.
Li, G., Li, L., Choi, T.-M., & Sethi, S. P. (2020). Green supply chain management in Chinese firms: Innovative measures and the moderating role of quick response technology. Journal of Operations Management, 66(7-8), 958-988. https://doi.org/10.1002/joom.1061
Li, G., Wu, H., Sethi, S. P., & Zhang, X. (2021). Contracting green product supply chains considering marketing efforts in the circular economy era. International Journal of Production Economics, 234, 108041. https://doi.org/10.1016/j.ijpe.2021.108041
Liao, Y.-K., Wu, W.-Y., & Pham, T.-T. (2020). Examining the Moderating Effects of Green Marketing and Green Psychological Benefits on Customers’ Green Attitude, Value and Purchase Intention. Sustainability, 12(18), Article 18. https://doi.org/10.3390/su12187461
Lim, W. M. (2016). A blueprint for sustainability marketing: Defining its conceptual boundaries for progress. Marketing Theory, 16(2), 232-249. https://doi.org/10.1177/1470593115609796
Ma, P., Li, K. W., & Wang, Z.-J. (2017). Pricing decisions in closed-loop supply chains with marketing effort and fairness concerns. International Journal of Production Research, 55(22), 6710-6731. https://doi.org/10.1080/00207543.2017.1346324
Molina, S. P. (2022). Estrategias de marketing en redes sociales: Influencia en el comportamiento del consumidor. Revista Científica Kosmos, 1(1), 4-14.
Morrone, D. (2012). The Influence of Sustainable Development on Marketing Theory. 9, 1.
Moya, E. J. G., Escobar, A. G. A., & Remache, K. J. O. (2015). Caracterización del consumidor digital ecuatoriano. Revista Publicando, 2(5), 226-242.
Patwa, N., Sivarajah, U., Seetharaman, A., Sarkar, S., Maiti, K., & Hingorani, K. (2021). Towards a circular economy: An emerging economies context. Journal of Business Research, 122, 725-735. https://doi.org/10.1016/j.jbusres.2020.05.015
Paz, D. V. (2023). Efectos de la Globalización en la distribución de ingresos y la desigualdad económica. Bastcorp International Journal, 2(1), 4-13.
Pérez, S. A. (2023). Marketing ecológico: Análisis de revisión de la literatura. https://ri.conicet.gov.ar/handle/11336/224513
Podvorica, G., & Ukaj, F. (2019). The Role of Consumers’ Behaviour in Applying Green Marketing: An Economic Analysis of the Non-alcoholic Beverages Industry in Kosova. Wroclaw Review of Law, Administration & Economics, 9(1), 1-25. https://doi.org/10.1515/wrlae-2018-0061
Pomering, A. (2017). Marketing for sustainability: Extending the conceptualisation of the marketing mix to drive value for individuals and society at large. Australasian Marketing Journal (AMJ), 25(2), 157-165. https://doi.org/10.1016/j.ausmj.2017.04.011
Pooja, T., & Sujata, A. S. A. K. (2022). Sustainability Marketing: A Literature Review From 2001-2022. Journal of Positive School Psychology, 6(2s), Article 2s.
Portada_online. (2023, septiembre 4). Forging a Greener Future: Sustainable Advertising Takes Root in Latin America. Portada. https://www.portada-online.com/latin-america/forging-a-greener-future-sustainable-advertising-takes-root-in-latin-america/
Prieto-Sandoval, V., Torres-Guevara, L. E., & García-Díaz, C. (2022). Green marketing innovation: Opportunities from an environmental education analysis in young consumers. Journal of Cleaner Production, 363, 132509. https://doi.org/10.1016/j.jclepro.2022.132509
Quoquab, F., Sadom, N. Z. M., & Mohammad, J. (2021). Sustainable Marketing. Springer Books, 1269-1292.
Smith, P. (2023). Circular economy revenue worldwide 2022-2026. Statista. https://www.statista.com/statistics/1337519/circular-economy-market-revenue/
Stahel, W. R. (2016). The circular economy. Nature, 531(7595), 435-438. https://doi.org/10.1038/531435a
Tapia, G. (2018, septiembre). Modelos de negocios sustentables. Jornadas Nacionales de Administración Financiera, 38, 554-587.
Tipán, I. G., & Guacho, R. C. (2024). El Turismo rural en el Ecuador revitaliza las comunidades, protege el patrimonio natural y cultural; Caso: Finca ecoturística el Arbolito, San Miguel de Llandia, Pastaza. Bastcorp International Journal, 3(1), 19-36.
Vence, X., & Pereira, Á. (2019). Eco-innovación y modelos de negocio circulares como facilitadores de una economía circular. Contaduría y administración, 64(spe1), 0-0. https://doi.org/10.22201/fca.24488410e.2019.1806
Гурьева, М. (2019). Conceptos teóricos de economía circular. Journal of International Economic Affairs, 9, 2311. https://doi.org/10.18334/eo.9.3.40990
Тамбовцева, Т., Мельник, Л., Дегтярьова, І., & Ніколаєв, С. (2021). CIRCULAR ECONOMY: TENDENCIES AND DEVELOPMENT PERSPECTIVES. Mechanism of an Economic Regulation, 2 (92), Article 2 (92). https://doi.org/10.21272/mer.2021.92.04
Arruda, E. H., Melatto, R. A. P. B., Levy, W., & Conti, D. de M. (2021). Circular economy: A brief literature review (2015–2020). Sustainable Operations and Computers, 2, 79-86. https://doi.org/10.1016/j.susoc.2021.05.001
Awan, U., & Sroufe, R. (2022). Sustainability in the Circular Economy: Insights and Dynamics of Designing Circular Business Models. Applied Sciences, 12, 1521. https://doi.org/10.3390/app12031521
Carrillo González, G., Pomar Fernández, S., Carrillo González, G., & Pomar Fernández, S. (2021). La economía circular en los nuevos modelos de negocio. Entreciencias: diálogos en la sociedad del conocimiento, 9(23). https://doi.org/10.22201/enesl.20078064e.2021.23.79933
Dangelico, R. M., & Vocalelli, D. (2017). “Green Marketing”: An analysis of definitions, strategy steps, and tools through a systematic review of the literature. Journal of Cleaner Production, 165, 1263-1279. https://doi.org/10.1016/j.jclepro.2017.07.184
Ekins, P., Domenech Aparisi, T., Drummond, P., Bleischwitz, R., Hughes, N., & Lotti, L. (2020). The Circular Economy: What, Why, How and Where. En The OECD Centre for Entrepreneurship: Paris, France. [Report]. The OECD Centre for Entrepreneurship. https://discovery.ucl.ac.uk/id/eprint/10093965/
Ekins, P., & Hughes, N. (2017, diciembre 14). Resource Efficiency: Potential and Economic Implications - International Resource Panel Report. UNEP - UN Environment Programme. http://www.unep.org/resources/report/resource-efficiency-potential-and-economic-implications-international-resource
Equipo EMB. (2024, enero 30). Oportunidades de marketing en la economía circular: Reducir, reutilizar, reciclar. https://blog.emb.global/marketing-opportunities-in-the-circular-economy-reduce-reuse-recycle/
Fuxman, L., Mohr, I., Mahmoud, A., & Grigoriou, N. (2022). The New 3Ps of Sustainability Marketing: The Case of Fashion. Sustainable Production and Consumption, 31, 384-396. https://doi.org/10.1016/j.spc.2022.03.004
Giraldo-Patiño, C. L., Londoño-Cardozo, J., Micolta-Rivas, D. C., & O’neill-Marmolejo, E. (2021). Marketing sostenible y responsabilidad social organizacional: Un camino hacia el desarrollo sostenible. AiBi Revista de Investigación, Administración e Ingeniería, 9(1), Article 1. https://doi.org/10.15649/2346030X.978
Guaña-Moya, E. J., Quinatoa-Arequipa, E., & Pérez-Fabara, M. A. (2017). Tendencias del uso de las tecnologías y conducta del consumidor tecnológico. Ciencias Holguín, 23(2), 15-30.
Hong, Z., & Guo, X. (2019). Green product supply chain contracts considering environmental responsibilities. Omega, 83, 155-166. https://doi.org/10.1016/j.omega.2018.02.010
Ji, P. (2018). Research on the Green Marketing Strategy of Enterprises in the Context of Circular Economy. 45-49. https://doi.org/10.2991/mehss-18.2018.11
Kelleci, A., & Yıldız, O. (2021). A Guiding Framework for Levels of Sustainability in Marketing. Sustainability, 13(4), Article 4. https://doi.org/10.3390/su13041644
Kitchenham, B., Pearl Brereton, O., Budgen, D., Turner, M., Bailey, J., & Linkman, S. (2009). Systematic literature reviews in software engineering – A systematic literature review. Information and Software Technology, 51(1), 7-15. https://doi.org/10.1016/j.infsof.2008.09.009
Kotler, P., & Armstrong, G. (2018). Introducción al Marketing: Selección de capítulos de «Fundamentos de Marketing», 13 ed., 9786073238458. Pearson.
Li, G., Li, L., Choi, T.-M., & Sethi, S. P. (2020). Green supply chain management in Chinese firms: Innovative measures and the moderating role of quick response technology. Journal of Operations Management, 66(7-8), 958-988. https://doi.org/10.1002/joom.1061
Li, G., Wu, H., Sethi, S. P., & Zhang, X. (2021). Contracting green product supply chains considering marketing efforts in the circular economy era. International Journal of Production Economics, 234, 108041. https://doi.org/10.1016/j.ijpe.2021.108041
Liao, Y.-K., Wu, W.-Y., & Pham, T.-T. (2020). Examining the Moderating Effects of Green Marketing and Green Psychological Benefits on Customers’ Green Attitude, Value and Purchase Intention. Sustainability, 12(18), Article 18. https://doi.org/10.3390/su12187461
Lim, W. M. (2016). A blueprint for sustainability marketing: Defining its conceptual boundaries for progress. Marketing Theory, 16(2), 232-249. https://doi.org/10.1177/1470593115609796
Ma, P., Li, K. W., & Wang, Z.-J. (2017). Pricing decisions in closed-loop supply chains with marketing effort and fairness concerns. International Journal of Production Research, 55(22), 6710-6731. https://doi.org/10.1080/00207543.2017.1346324
Molina, S. P. (2022). Estrategias de marketing en redes sociales: Influencia en el comportamiento del consumidor. Revista Científica Kosmos, 1(1), 4-14.
Morrone, D. (2012). The Influence of Sustainable Development on Marketing Theory. 9, 1.
Moya, E. J. G., Escobar, A. G. A., & Remache, K. J. O. (2015). Caracterización del consumidor digital ecuatoriano. Revista Publicando, 2(5), 226-242.
Patwa, N., Sivarajah, U., Seetharaman, A., Sarkar, S., Maiti, K., & Hingorani, K. (2021). Towards a circular economy: An emerging economies context. Journal of Business Research, 122, 725-735. https://doi.org/10.1016/j.jbusres.2020.05.015
Paz, D. V. (2023). Efectos de la Globalización en la distribución de ingresos y la desigualdad económica. Bastcorp International Journal, 2(1), 4-13.
Pérez, S. A. (2023). Marketing ecológico: Análisis de revisión de la literatura. https://ri.conicet.gov.ar/handle/11336/224513
Podvorica, G., & Ukaj, F. (2019). The Role of Consumers’ Behaviour in Applying Green Marketing: An Economic Analysis of the Non-alcoholic Beverages Industry in Kosova. Wroclaw Review of Law, Administration & Economics, 9(1), 1-25. https://doi.org/10.1515/wrlae-2018-0061
Pomering, A. (2017). Marketing for sustainability: Extending the conceptualisation of the marketing mix to drive value for individuals and society at large. Australasian Marketing Journal (AMJ), 25(2), 157-165. https://doi.org/10.1016/j.ausmj.2017.04.011
Pooja, T., & Sujata, A. S. A. K. (2022). Sustainability Marketing: A Literature Review From 2001-2022. Journal of Positive School Psychology, 6(2s), Article 2s.
Portada_online. (2023, septiembre 4). Forging a Greener Future: Sustainable Advertising Takes Root in Latin America. Portada. https://www.portada-online.com/latin-america/forging-a-greener-future-sustainable-advertising-takes-root-in-latin-america/
Prieto-Sandoval, V., Torres-Guevara, L. E., & García-Díaz, C. (2022). Green marketing innovation: Opportunities from an environmental education analysis in young consumers. Journal of Cleaner Production, 363, 132509. https://doi.org/10.1016/j.jclepro.2022.132509
Quoquab, F., Sadom, N. Z. M., & Mohammad, J. (2021). Sustainable Marketing. Springer Books, 1269-1292.
Smith, P. (2023). Circular economy revenue worldwide 2022-2026. Statista. https://www.statista.com/statistics/1337519/circular-economy-market-revenue/
Stahel, W. R. (2016). The circular economy. Nature, 531(7595), 435-438. https://doi.org/10.1038/531435a
Tapia, G. (2018, septiembre). Modelos de negocios sustentables. Jornadas Nacionales de Administración Financiera, 38, 554-587.
Tipán, I. G., & Guacho, R. C. (2024). El Turismo rural en el Ecuador revitaliza las comunidades, protege el patrimonio natural y cultural; Caso: Finca ecoturística el Arbolito, San Miguel de Llandia, Pastaza. Bastcorp International Journal, 3(1), 19-36.
Vence, X., & Pereira, Á. (2019). Eco-innovación y modelos de negocio circulares como facilitadores de una economía circular. Contaduría y administración, 64(spe1), 0-0. https://doi.org/10.22201/fca.24488410e.2019.1806
Гурьева, М. (2019). Conceptos teóricos de economía circular. Journal of International Economic Affairs, 9, 2311. https://doi.org/10.18334/eo.9.3.40990
Тамбовцева, Т., Мельник, Л., Дегтярьова, І., & Ніколаєв, С. (2021). CIRCULAR ECONOMY: TENDENCIES AND DEVELOPMENT PERSPECTIVES. Mechanism of an Economic Regulation, 2 (92), Article 2 (92). https://doi.org/10.21272/mer.2021.92.04
Published
2024-06-06
Section
Artículos
