Sustainable Digital Marketing and Consumer Behavior for Circular Economy

Dear Colleagues:

We, the Guest Editors, are delighted to introduce this Special Issue of Sustainability on “Sustainable Digital Marketing and Consumer Behavior for a Circular Economy”. This Special Issue aims to explore the synergistic relationships between digital marketing, consumer behavior, and the circular economy that have become increasingly significant in the context of sustainability.

As the circular economy gains increasing prominence in the realms of research, policy-making, and corporate strategy, it becomes increasingly imperative to comprehend its influence on the achieving of the United Nations Sustainable Development Goals (UN-SDGs) (Ortiz-de-Montellano et al., 2023). The circular economy proposes a shift from traditional linear consumption models to more sustainable, regenerative approaches, emphasizing resource efficiency, waste reduction, and the extension of product lifecycles (Prieto-Sandoval et al., 2018; Blomsma and Brennan, 2017). In this transformative landscape, digital marketing emerges as a pivotal force, capable of influencing consumer behavior and facilitating the transition towards circular economy principles (Antikainen & Valkokari, 2016; Lieder and Rashid, 2016).

This Special Issue seeks to address a critical and emerging area of research at the intersection of environmental sustainability, marketing, and consumer behavior. The scientific background of this research area is rooted in several key disciplines, including environmental science, marketing, psychology, and economics, particularly focusing on how digital marketing can influence consumer behavior towards sustainable practices within the framework of a circular economy.

The circular economy concept, a significant departure from the traditional linear economy, emphasizes the importance of resource efficiency, waste reduction, and the extension of product lifecycles (Geissdoerfer et al., 2017). This approach is increasingly recognized as being vital for sustainable development, addressing global challenges such as resource depletion, environmental degradation, and climate change (Kirchherr et al., 2017). The transition to a circular economy requires not only technological innovation and business model transformation but also a fundamental shift in consumer behavior and attitudes (Lacy & Rutqvist, 2015).

Digital marketing emerges as a powerful tool in this context as it has the unique capacity to influence consumer perceptions, attitudes, and behaviors at scale and in real time (Chaffey and Ellis-Chadwick, 2019). Through targeted content, social media campaigns, and personalized communication, digital marketing can educate consumers about sustainable practices, promote the adoption of circular economy principles, and drive demand for sustainable products and services (Kannan, 2017).

The importance of this Special Issue lies in its potential to advance our understanding of how digital marketing strategies can be effectively leveraged to foster sustainable consumer behavior. It invites research that bridges gaps between theory and practice, offering insights into the psychological mechanisms behind consumer responses to digital marketing, the effectiveness of various digital marketing tactics in promoting sustainability, and the role of digital platforms in facilitating a circular economy. This research is crucial for businesses seeking to align with sustainability goals, policymakers aiming to promote sustainable consumption, and academics contributing to the body of knowledge in sustainable marketing and consumer behavior.

This Special Issue seeks to delve into the role of digital marketing in shaping consumer preferences and behaviors towards sustainable practices, aligning with the principles of a circular economy. We encourage submissions that explore the effectiveness of digital marketing strategies in promoting circular economy concepts, the impact of social media and digital platforms in fostering sustainable consumer attitudes, and the role of digital innovation in encouraging sustainable consumption patterns (Ranta et al., 2021; Nußholz, 2017).

We welcome a diverse range of contributions, including empirical research, theoretical frameworks, and case studies, that provide insights into how digital marketing can be leveraged to support a sustainable, circular economy. This Special Issue is intended to offer valuable perspectives for academics, practitioners, and policymakers interested in the nexus of digital marketing, consumer behavior, and sustainability.

The following themes, designed to explore the multifaceted relationship between digital marketing, consumer behavior, and the principles of a circular economy, would be particularly relevant for paper submissions. These themes are:

• The circular economy and sustainable development goals;
• Digital marketing strategies for a circular economy;
• Sustainable supply chain strategies for a circular economy;
• Consumer behavior and sustainability;
• The role of social media in promoting the circular economy;
• Technology and sustainable consumer engagement;
• Circular economy business models and digital marketing;
• Measuring the impact of digital marketing on circular economy practices;
• Ethical considerations in sustainable digital marketing;
• Cross-cultural studies on digital marketing and sustainability;
• Policy implications and Regulatory Frameworks;
• Case studies of the circular economy in specific industries.

References:

Antikainen, M., & Valkokari, K. (2016). A framework for sustainable circular business model innovation. Technology Innovation Management Review, 6(7), 5-12.

Blomsma, F., & Brennan, G. (2017). The emergence of circular economy: A new framing around prolonging resource productivity. Journal of Industrial Ecology, 21(3), 603-614.

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing. Pearson Education.

Geissdoerfer, M., Savaget, P., Bocken, N. M., & Hultink, E. J. (2017). The Circular Economy – A new sustainability paradigm? Journal of Cleaner Production, 143, 757-768.

Kannan, P. K. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22-45.

Kirchherr, J., Reike, D., & Hekkert, M. (2017). Conceptualizing the circular economy: An analysis of 114 definitions. Resources, Conservation and Recycling, 127, 221-232.

Lacy, P., & Rutqvist, J. (2015). Waste to Wealth: The Circular Economy Advantage. Palgrave Macmillan.

Lieder, M., & Rashid, A. (2016). Towards circular economy implementation: A comprehensive review in context of manufacturing industry. Journal of Cleaner Production, 115, 36-51.

Nußholz, J. L. K. (2017). Circular business models: Defining a concept and framing an emerging research field. Sustainability, 9(10), 1810.

Ortiz-de-Montellano, C. G. S., Samani, P., & van der Meer, Y. (2023). How can the circular economy support the advancement of the Sustainable Development Goals (SDGs)? A comprehensive analysis. Sustainable Production and Consumption, 40, 352-362.

Prieto-Sandoval, V., Jaca, C., & Ormazabal, M. (2018). Towards a consensus on the circular economy. Journal of Cleaner Production, 230, 1327-1337.

Ranta, V., Aarikka-Stenroos, L., & Väisänen, J. M. (2021). Digital technologies catalyzing business model innovation for circular economy—Multiple case study. Resources, Conservation and Recycling, 164, 105155.

Dr. Anshu Arora
Dr. Amit Arora
Prof. Dr. John R. McIntyre
Guest Editors

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• circular economy and sustainable development goals
• digital marketing strategies for circular economy
• sustainable supply chain strategies for circular economy
• consumer behavior and sustainability
• role of social media in promoting circular economy
• technology and sustainable consumer engagement
• circular economy business models and digital marketing
• ethical considerations in sustainable digital marketing
• cross-cultural studies on digital marketing and sustainability
• policy implications and regulatory frameworks