A Systematic Review of Driving Sustainability Through Circular Economy Marketing: Insights and Strategies for Green Marketing Innovation
Circular economy marketing (CEM) represents an innovative approach to aligning business strategies with sustainability objectives. This paper explores the role of CEM as a driver of green marketing innovation, emphasising strategies that minimise environmental impact on business competitiveness whil...
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MDPI AG
2025-05-01
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| Series: | Encyclopedia |
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| Online Access: | https://www.mdpi.com/2673-8392/5/2/61 |
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| author | Teresa Paiva |
| author_facet | Teresa Paiva |
| author_sort | Teresa Paiva |
| collection | DOAJ |
| description | Circular economy marketing (CEM) represents an innovative approach to aligning business strategies with sustainability objectives. This paper explores the role of CEM as a driver of green marketing innovation, emphasising strategies that minimise environmental impact on business competitiveness while enhancing consumer engagement. Using a systematic literature review based on the PRISMA methodology, we identified 39 high-impact studies across multiple industries, categorising findings into key themes, theoretical frameworks, and marketing strategies. The analysis highlights emerging trends, including the shift toward product-service systems (PSSs), behavioural nudging, transparent sustainability branding, and integration of digital technologies such as AI and blockchain to enhance traceability and consumer trust. Findings reveal that while circular economy marketing presents opportunities for businesses to differentiate themselves and build long-term sustainability strategies, significant challenges remain, including scalability issues, consumer scepticism, and risks of greenwashing. Moreover, gaps in standardising impact measurement and industry-specific adaptation hinder wider implementation. Business model innovation, policy support, and collaborative efforts are crucial in overcoming these barriers. This study provides insights for businesses, policymakers, and researchers, highlighting how CEM fosters green innovation and competitiveness. Future research should compare the effectiveness of various strategies to accelerate the transition toward sustainable marketing practices through regulation and interdisciplinary collaboration. |
| format | Article |
| id | doaj-art-52f9dd673cc040109e4a4c0c56a18ef8 |
| institution | OA Journals |
| issn | 2673-8392 |
| language | English |
| publishDate | 2025-05-01 |
| publisher | MDPI AG |
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| series | Encyclopedia |
| spelling | doaj-art-52f9dd673cc040109e4a4c0c56a18ef82025-08-20T02:24:38ZengMDPI AGEncyclopedia2673-83922025-05-01526110.3390/encyclopedia5020061A Systematic Review of Driving Sustainability Through Circular Economy Marketing: Insights and Strategies for Green Marketing InnovationTeresa Paiva0BRIDGES—Biotechnology Research, Innovation and Design for Health Products, Polytechnic of Guarda, 6300-559 Guarda, PortugalCircular economy marketing (CEM) represents an innovative approach to aligning business strategies with sustainability objectives. This paper explores the role of CEM as a driver of green marketing innovation, emphasising strategies that minimise environmental impact on business competitiveness while enhancing consumer engagement. Using a systematic literature review based on the PRISMA methodology, we identified 39 high-impact studies across multiple industries, categorising findings into key themes, theoretical frameworks, and marketing strategies. The analysis highlights emerging trends, including the shift toward product-service systems (PSSs), behavioural nudging, transparent sustainability branding, and integration of digital technologies such as AI and blockchain to enhance traceability and consumer trust. Findings reveal that while circular economy marketing presents opportunities for businesses to differentiate themselves and build long-term sustainability strategies, significant challenges remain, including scalability issues, consumer scepticism, and risks of greenwashing. Moreover, gaps in standardising impact measurement and industry-specific adaptation hinder wider implementation. Business model innovation, policy support, and collaborative efforts are crucial in overcoming these barriers. This study provides insights for businesses, policymakers, and researchers, highlighting how CEM fosters green innovation and competitiveness. Future research should compare the effectiveness of various strategies to accelerate the transition toward sustainable marketing practices through regulation and interdisciplinary collaboration.https://www.mdpi.com/2673-8392/5/2/61circular economy marketinggreen marketing innovationsustainable business strategies |
| spellingShingle | Teresa Paiva A Systematic Review of Driving Sustainability Through Circular Economy Marketing: Insights and Strategies for Green Marketing Innovation Encyclopedia circular economy marketing green marketing innovation sustainable business strategies |
| title | A Systematic Review of Driving Sustainability Through Circular Economy Marketing: Insights and Strategies for Green Marketing Innovation |
| title_full | A Systematic Review of Driving Sustainability Through Circular Economy Marketing: Insights and Strategies for Green Marketing Innovation |
| title_fullStr | A Systematic Review of Driving Sustainability Through Circular Economy Marketing: Insights and Strategies for Green Marketing Innovation |
| title_full_unstemmed | A Systematic Review of Driving Sustainability Through Circular Economy Marketing: Insights and Strategies for Green Marketing Innovation |
| title_short | A Systematic Review of Driving Sustainability Through Circular Economy Marketing: Insights and Strategies for Green Marketing Innovation |
| title_sort | systematic review of driving sustainability through circular economy marketing insights and strategies for green marketing innovation |
| topic | circular economy marketing green marketing innovation sustainable business strategies |
| url | https://www.mdpi.com/2673-8392/5/2/61 |
| work_keys_str_mv | AT teresapaiva asystematicreviewofdrivingsustainabilitythroughcirculareconomymarketinginsightsandstrategiesforgreenmarketinginnovation AT teresapaiva systematicreviewofdrivingsustainabilitythroughcirculareconomymarketinginsightsandstrategiesforgreenmarketinginnovation |