The link between Islamic marketing and circular economy practices

The paper investigates the relationship between Islamic marketing and circular economy practices in Tanzania, highlighting their growing importance in the global business context. Employing a cross-sectional research design, qualitative data were collected through semi-structured interviews and focus group discussions with 25 participants, including Halal food producers and retailers in Dar es Salaam. The analysis reveals a significant link between Islamic marketing principles and circular economy strategies, suggesting that their integration can attract a wider customer base. This is increasingly relevant as consumers prioritize ethical consumption and sustainability. The findings advocate for a framework that combines these approaches, focusing on shared themes of fairness, ethics, trust, and cost reduction. Ultimately, the paper emphasises the potential of blending faith-based marketing with circular-economy practices, which not only enhances business competitiveness but also aligns with consumer values, fostering sustainability and ethical practices within the community and the environment in Tanzania.