Impact of marketing strategies in the promotion of circular products: a systematic review
DOI:
https://doi.org/10.15381/gtm.v27i54.29799Keywords:
sustainable marketing, circular economy, promotion strategies, responsible consumptionAbstract
The aim of this systematic review paper is to evaluate the effectiveness of marketing strategies in promoting circular products. Through a comprehensive analysis of the current scientific literature, it seeks to identify the best marketing practices to drive the adoption of circular products in the marketplace, thus contributing to the advancement of circular economy and sustainable marketing. This study highlights the importance of sustainable marketing practices in influencing consumer perceptions and promoting the adoption of circular products. To conduct this systematic review, the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) methodology was followed, which provides clear and rigorous guidelines to ensure the transparency, reproducibility and quality of the review process. The results showed that green and circular marketing strategies are fundamental to the transition to a more sustainable economy. In conclusion, this study highlights the importance of integrating sustainable marketing strategies to promote the circular economy and provides guidance for future research and more sustainable business practices.
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Copyright (c) 2024 Raul Moisés Camargo Hermosilla
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