A conceptual review of circular economy position from a marketing perspective

The circular economy (CE), or circularity, is a concept widely embraced by researchers and policymakers to enhance sustainability in marketing innovation. This approach emphasizes recycling, reusing, and reducing waste, catering to the needs of eco-conscious consumers while improving companies' brand images. However, existing research on CE has primarily concentrated on established businesses and multinational corporations, with limited focus on emerging areas, especially the marketing perspective of CE. To address this gap, a systematic literature review (SLR) protocol was conducted using the Scopus and Web of Science (WoS) databases to identify key scholarly works. VOSviewer was employed to perform a bibliometric analysis and visualize the findings. The results indicate that implementing CE can significantly enhance marketing innovation, foster the development of innovative business models, attract eco-conscious consumers, and inspire new marketing strategies. Additionally, the research identifies challenges related to CE and underscores the importance of integrating CE into marketing practices. These findings not only guide future research but also aid policymakers in implementing CE within the marketing sector. This conceptual review introduces a novel framework that positions marketing as a driver, rather than just a supporter, of CE practices. It applies paradox theory to analyze tensions and offers a structured visualization of CE marketing systems. These contributions distinguish our study from the existing literature while highlighting both the theoretical and practical significance of this approach.