The Circular Economy and Marketing: A Literature Review

Abstract

The focus on the circular economy (CE) is currently gaining momentum. In this paper, we examine how the objectives of the CE significantly overlap with those of the new generation of marketing, which emphasizes customer involvement in product design and responsible consumption. While the marketing function is essential for realizing the CE, there is still a lack of studies examining the intersection of these two critical concepts. Methodically, this paper aims to bridge this knowledge gap by conducting a systematic literature review that explains the CE-marketing nexus. In total, 45 studies were thoroughly analyzed, and findings indicate that the intersection between the CE and marketing spans four main research themes; (1) contribution of green marketing to the CE, (2) remanufacturing marketing, (3) product-service systems, and (4) neuromarketing tools. An agenda for future investigation of the CE and marketing concepts is suggested, followed by a brief conclusion. This review is valuable for scholars and managers, including those striving to have an increased understanding of the relationship between the CE and marketing.How to Cite:Rejeb, A., Rejeb, K., Keogh, J. G. (2022). The Circular Economy and Marketing: A Literature Review. Etikonomi, 21(1), 153-176. https://doi.org/10.15408/etk.v21i1.22216.