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Marketing Approaches for a Circular Economy: Using Design Frameworks to Interpret Online Communications

Author

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  • Lucy Chamberlin

    () (Department of Design, Faculty of Architecture and Design, NTNU Norwegian University of Science and Technology, 7491Trondheim, Norway)

  • Casper Boks

    () (Department of Design, Faculty of Architecture and Design, NTNU Norwegian University of Science and Technology, 7491Trondheim, Norway)

Abstract

The Circular Economy has been posited as a solution to the rise of environmental decimation with growing global economic prosperity, by introducing new systems of production, consumption, and disposal. Current literature has explored circular economy business models, such as product service systems (PSSs), and has identified some issues that represent both behavioral barriers and motivating factors when it comes to consumer acceptance of these new models. However, there are few studies that incorporate a marketing and communications perspective on the circular economy or which focus on the ways in which businesses providing circular products or services currently use communications to market their offerings and influence consumer behavior. This paper represents an initial, exploratory study that identifies ten groups of concerns or ‘factors’ from the literature that affect consumer acceptance of circular value propositions. It then uses two models from the field of design (Dimensions of Behavior Change and Design with Intent) to interpret examples of web communications from four retailers of circular products and services, and to suggest future marketing and communications strategies for use in business and research. It finds that design frameworks can provide a relevant and comprehensive means to analyze marketing strategies and suggest less binary approaches than for instance green marketing.

Suggested Citation

  • Lucy Chamberlin & Casper Boks, 2018. "Marketing Approaches for a Circular Economy: Using Design Frameworks to Interpret Online Communications," Sustainability, MDPI, Open Access Journal, vol. 10(6), pages 1-27, June.
  • Handle: RePEc:gam:jsusta:v:10:y:2018:i:6:p:2070-:d:153162
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    References listed on IDEAS

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    1. Peattie, Ken & Peattie, Sue, 2009. "Social marketing: A pathway to consumption reduction?," Journal of Business Research, Elsevier, vol. 62(2), pages 260-268, February.
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    3. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Oxford University Press, vol. 24(4), pages 343-373, March.
    4. Denis Guiot & Dominique Roux, 2010. "A Second-Hand Shoppers' Motivation Scale: Antecedents, Consequences, and Implications for Retailers," Post-Print halshs-00643839, HAL.
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    7. Yang, Defeng & Lu, Yue & Zhu, Wenting & Su, Chenting, 2015. "Going green: How different advertising appeals impact green consumption behavior," Journal of Business Research, Elsevier, vol. 68(12), pages 2663-2675.
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    1. repec:gam:jsusta:v:10:y:2018:i:10:p:3704-:d:175854 is not listed on IDEAS
    2. repec:gam:jsusta:v:10:y:2018:i:8:p:2761-:d:161985 is not listed on IDEAS
    3. repec:gam:jsusta:v:10:y:2018:i:8:p:2799-:d:162413 is not listed on IDEAS

    More about this item

    Keywords

    circular economy; communication; sustainability; design; marketing; design for sustainable behaviour (DfSB); green marketing;

    JEL classification:

    • Q - Agricultural and Natural Resource Economics; Environmental and Ecological Economics
    • Q0 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General
    • Q2 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Renewable Resources and Conservation
    • Q3 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Nonrenewable Resources and Conservation
    • Q5 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth
    • O13 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Agriculture; Natural Resources; Environment; Other Primary Products

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