Circular economy and green marketing, impact on consumer behavior and market opportunities

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.