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Circular economy: adopting new green trends in marketing for a sustainable consumer experience based on Internet of Things

Author

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  • Constantinescu Raluca

    (The Bucharest University of Economic Studies)

  • Muntean Denisa-Roxana

    (The Bucharest University of Economic Studies)

Abstract

This paper presents the result of a research of the literature regarding circular economy, green trends in marketing, green IoT and consumer experience. Green concept was the main driver to link current marketing strategies for a sustainable consumer experience seen through consumers’ buying behaviour nowadays. The key aspects of this paper consist of analysing the basic concepts of green IoT and green marketing, combined to create a greener consumer experience, becoming a meaningful part of the circular economy. Climate change and protecting our environment are the biggest challenges of the modern world. Energy consumption is at the highest level ever, and a solution addressed to these challenges should be found in order for businesses and consumers to fulfil their needs. Circular economy is considered also part of the solution, but people should become more aware about the principle of circularity, and what it means in practice. Considering applying green marketing and green IoT concepts into practice, this paper could offer a solution. Even if the green concept should be applied by both businesses and consumers, we didn’t cover the consumer side, more specifically how they should act upon to become “greener” in their choices. Further research could be explored to find ways and means to educate the consumers.

Suggested Citation

  • Constantinescu Raluca & Muntean Denisa-Roxana, 2022. "Circular economy: adopting new green trends in marketing for a sustainable consumer experience based on Internet of Things," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 16(1), pages 1447-1455, August.
    • Handle: RePEc:vrs:poicbe:v:16:y:2022:i:1:p:1447-1455:n:43
    DOI: 10.2478/picbe-2022-0132
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    References listed on IDEAS

    as
    1. Polonsky, Michael Jay & Rosenberger, Philip III, 2001. "Reevaluating green marketing: a strategic approach," Business Horizons, Elsevier, vol. 44(5), pages 21-30.
    2. Aseem Prakash, 2002. "Green marketing, public policy and managerial strategies," Business Strategy and the Environment, Wiley Blackwell, vol. 11(5), pages 285-297, September.
    3. Kirchherr, Julian & Reike, Denise & Hekkert, Marko, 2017. "Conceptualizing the circular economy: An analysis of 114 definitions," Resources, Conservation & Recycling, Elsevier, vol. 127(C), pages 221-232.
    4. Andrea Prothero & Ken Peattie & Pierre McDonagh, 1997. "Communicating greener strategies: a study of on‐pack communication," Business Strategy and the Environment, Wiley Blackwell, vol. 6(2), pages 74-82, May.
    5. Mostaghel, Rana & Chirumalla, Koteshwar, 2021. "Role of customers in circular business models," Journal of Business Research, Elsevier, vol. 127(C), pages 35-44.
    Full references (including those not matched with items on IDEAS)

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