Circular Economy and Sustainability in the Fast-Food Industry: A Marketing Approach

In a global context increasingly marked by environmental concerns, the circular economy is becoming an essential solution for sustainability. The present study analyzes the integration of circular economy principles into the marketing strategies of fast-food restaurants, as well as the influence they have on consumer perception. The research instrument was an online questionnaire that had a number of 676 respondents. The research results highlighted that 44.5% of the respondents took into consideration the sustainable part of fast-food restaurants, but speed and convenience proved to be the essential elements that they chose. The most appreciated aspects highlighted by the respondents were biodegradable packaging, providing healthy food options and the use of local and sustainable ingredients. In contrast, the least appreciated aspects were collaborations with ecological organizations and reducing the carbon footprint. On the other hand, it was found that among the most appreciated methods of promoting sustainability, that fast-food restaurants can implement, were social media and digital campaigns. A much smaller impact was observed in the choice of TV commercials and collaborations with influencers. In essence, this research provides some practical insights into marketing strategies that consider sustainability in the fast-food industry, but also helps to understand consumer behavior. The results highlighted the fact that there is a need for consumer education in order to increase the effect of sustainability measures. Moreover, the obtained results can constitute a solid basis for further research that focuses on how consumer perceptions of sustainability can affect real-life behaviors.