Integration of Green Marketing, Eco-Innovation and Circular Economy: The Key to Sustainable Marketing Performance Success – A Conceptual Analysis

Over the past few decades, sustainability has increasingly been a focus for companies around the world, in response to growing risks associated with climate change and environmental decline as well as mounting expectations from consumers and regulators. Sustainability is becoming a choice no longer an option for companies to be competitive / relevant in the global market, it going to shift from being buried within corporate reports and used as part of CSR strategy toward integrated into business at its heart. However, despite the propagation of green marketing in many firms, outcomes have failed to meet expectations this is particularly relevant with respect to sustainable marketing performance. This research explores the integration of Green Marketing, Eco-Innovation, and Circular Economy as crucial drivers for achieving successful sustainable marketing performance. The role of Eco-Innovation as a mediator between Green Marketing and sustainable marketing performance, and Circular Economy as a moderator, is examined in the context of overcoming the gap in the current literature. Resource-Based View (RBV) theory will be used as the lens and foundation in which to theoretically present Green Marketing, Eco-Innovation, and Circular Economy as firms’ sustainable-driven reinforcers. We propose that the relationship between Green Marketing and Sustainable Marketing Performance is mediated by Eco-Innovation, which in turn is moderated by Circular Economy. This paper offers insights for companies seeking to strengthen their sustainability strategies by aligning Green Marketing with Eco-Innovation and Circular Economy principles.