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

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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, 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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    Cited by:

    1. Ahmet Tuz & Begum Sertyesilisik, 2020. "Finding and Minding the Gaps in State-Of-The-Art Lean and Green Marketing in the Construction Industry," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(2), pages 187-203.
    2. Marcos Ferasso & Tatiana Beliaeva & Sascha Kraus & Thomas Clauss & Domingo Ribeiro‐Soriano, 2020. "Circular economy business models: The state of research and avenues ahead," Business Strategy and the Environment, Wiley Blackwell, vol. 29(8), pages 3006-3024, December.
    3. Konstantinos Demestichas & Emmanouil Daskalakis, 2020. "Information and Communication Technology Solutions for the Circular Economy," Sustainability, MDPI, vol. 12(18), pages 1-19, September.
    4. Steven Day & Janet Godsell & Donato Masi & Wanrong Zhang, 2020. "Predicting consumer adoption of branded subscription services: A prospect theory perspective," Business Strategy and the Environment, Wiley Blackwell, vol. 29(3), pages 1310-1330, March.
    5. Konstantinos Mantalovas & Gaetano Di Mino & Ana Jimenez Del Barco Carrion & Elisabeth Keijzer & Björn Kalman & Tony Parry & Davide Lo Presti, 2020. "European National Road Authorities and Circular Economy: An Insight into Their Approaches," Sustainability, MDPI, vol. 12(17), pages 1-19, September.
    6. Leena Aarikka-Stenroos & Martina Don Welathanthri & Valtteri Ranta, 2021. "What Is the Customer Value of the Circular Economy? Cross-Industry Exploration of Diverse Values Perceived by Consumers and Business Customers," Sustainability, MDPI, vol. 13(24), pages 1-18, December.
    7. Ruth Mugge, 2018. "Product Design and Consumer Behaviour in a Circular Economy," Sustainability, MDPI, vol. 10(10), pages 1-4, October.
    8. Ionica Oncioiu & Sorinel Căpuşneanu & Mirela Cătălina Türkeș & Dan Ioan Topor & Dana-Maria Oprea Constantin & Andreea Marin-Pantelescu & Mihaela Ștefan Hint, 2018. "The Sustainability of Romanian SMEs and Their Involvement in the Circular Economy," Sustainability, MDPI, vol. 10(8), pages 1-19, August.
    9. Luthra, Sunil & Kumar, Anil & Sharma, Manu & Arturo Garza-Reyes, Jose & Kumar, Vikas, 2022. "An analysis of operational behavioural factors and circular economy practices in SMEs: An emerging economy perspective," Journal of Business Research, Elsevier, vol. 141(C), pages 321-336.
    10. Dan Dumitriu & Gheorghe Militaru & Dana Corina Deselnicu & Andrei Niculescu & Mirona Ana-Maria Popescu, 2019. "A Perspective Over Modern SMEs: Managing Brand Equity, Growth and Sustainability Through Digital Marketing Tools and Techniques," Sustainability, MDPI, vol. 11(7), pages 1-24, April.
    11. Eunhye Park & Junehee Kwon & Sung-Bum Kim, 2021. "Green Marketing Strategies on Online Platforms: A Mixed Approach of Experiment Design and Topic Modeling," Sustainability, MDPI, vol. 13(8), pages 1-17, April.
    12. Silvia Blasi & Benedetta Crisafulli & Silvia Rita Sedita, 2020. "Selling the circularity: Investigating the impact of circularity promotion on the performance of Italian manufacturing companies," "Marco Fanno" Working Papers 0259, Dipartimento di Scienze Economiche "Marco Fanno".
    13. Tom Lahti & Joakim Wincent & Vinit Parida, 2018. "A Definition and Theoretical Review of the Circular Economy, Value Creation, and Sustainable Business Models: Where Are We Now and Where Should Research Move in the Future?," Sustainability, MDPI, vol. 10(8), pages 1-19, August.
    14. Alejandro Carbonell-Alcocer & Juan Romero-Luis & Manuel Gertrudix, 2021. "A Methodological Assessment Based on a Systematic Review of Circular Economy and Bioenergy Addressed by Education and Communication," Sustainability, MDPI, vol. 13(8), pages 1-37, April.

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