Circular Economy Marketing: Mapping Research on Product Longevity, Reuse, Repair, and Responsible Consumption

References

[1] Agostini, L., Bigliardi, B., Filippelli, S., & Galati, F. (2021). Seller reputation, distribution and intention to purchase refurbished products. Journal of Cleaner Production, 316, Article 128296. https://doi.org/10.1016/j.jclepro.2021.128296

[2] Aria, M., & Cuccurullo, C. (2017). Bibliometrix: An R-tool for comprehensive science mapping analysis. Journal of Informetrics, 11(4), 959–975. https://doi.org/10.1016/j.joi.2017.08.007

[3] Bhattacharyya, J. (2023). The structure of sustainability marketing research: A bibliometric review and directions for future research. Asia-Pacific Journal of Business Administration, 15(2), 245–286. https://doi.org/10.1108/APJBA-06-2021-0239

[4] Bigliardi, B., Filippelli, S., & Quinto, I. (2022). Environmentally-conscious behaviours in the circular economy: An analysis of consumers' green purchase intentions for refurbished smartphones. Journal of Cleaner Production, 378, Article 134379. https://doi.org/10.1016/j.jclepro.2022.134379

[5] Bocken, N. M. P., de Pauw, I., Bakker, C., & van der Grinten, B. (2016). Product design and business model strategies for a circular economy. Journal of Industrial and Production Engineering, 33(5), 308–320. https://doi.org/10.1080/21681015.2016.1172124

[6] Camacho-Otero, J., Boks, C., & Pettersen, I. N. (2018). Consumption in the circular economy: A literature review. Sustainability, 10(8), Article 2758. https://doi.org/10.3390/su10082758

[7] Chamberlin, L., & Boks, C. (2018). Marketing approaches for a circular economy: Using design frameworks to interpret online communications. Sustainability, 10(6), Article 2070. https://doi.org/10.3390/su10062070

[8] Confente, I., Scarpi, D., & Russo, I. (2020). Marketing a new generation of bio-plastics products for a circular economy: The role of green self-identity, self-congruity, and perceived value. Journal of Business Research, 112, 431–439. https://doi.org/10.1016/j.jbusres.2019.10.030

[9] Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133, 285–296. https://doi.org/10.1016/j.jbusres.2021.04.070

[10] Geissdoerfer, M., Savaget, P., Bocken, N. M. P., & Hultink, E. J. (2017). The circular economy—A new sustainability paradigm? Journal of Cleaner Production, 143, 757–768. https://doi.org/10.1016/j.jclepro.2016.12.048

[11] Gusmerotti, N. M., Testa, F., Corsini, F., Pretner, G., & Iraldo, F. (2019). Drivers and approaches to the circular economy in manufacturing firms. Journal of Cleaner Production, 230, 314–327. https://doi.org/10.1016/j.jclepro.2019.05.044

[12] Hobson, K., Holmes, H., Welch, D., Wheeler, K., & Wieser, H. (2021). Consumption work in the circular economy: A research agenda. Journal of Cleaner Production, 321, Article 128969. https://doi.org/10.1016/j.jclepro.2021.128969

[13] Kirchherr, J., Reike, D., & Hekkert, M. (2017). Conceptualizing the circular economy: An analysis of 114 definitions. Resources, Conservation and Recycling, 127, 221–232. https://doi.org/10.1016/j.resconrec.2017.09.005

[14] Lu, S.-H., Ngo, T.-S., & Tran, H. T. T. (2024). Exploring a hierarchical model for circular economy transition through launching green marketing. Sustainable Development, 32(3), 2119–2138. https://doi.org/10.1002/sd.2768

[15] Mostaghel, R., Oghazi, P., & Lisboa, A. (2023). The transformative impact of the circular economy on marketing theory. Technological Forecasting and Social Change, 195, Article 122780. https://doi.org/10.1016/j.techfore.2023.122780

[16] Ozanne, L. K., Stornelli, J., Luchs, M. G., Mick, D. G., Bayuk, J., Birau, M., Chugani, S., Fransen, M. L., Herziger, A., Komarova, Y., Minton, E. A., Reshadi, F., Sullivan-Mort, G., Trujillo, C., Bae, H., Kaur, T., & Zuniga, M. (2021). Enabling and cultivating wiser consumption: The roles of marketing and public policy. Journal of Public Policy & Marketing, 40(2), 226–244. https://doi.org/10.1177/0743915620975407

[17] Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., Shamseer, L., Tetzlaff, J. M., Akl, E. A., Brennan, S. E., Chou, R., Glanville, J., Grimshaw, J. M., Hróbjartsson, A., Lalu, M. M., Li, T., Loder, E. W., Mayo-Wilson, E., McDonald, S., . . . Moher, D. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. BMJ, 372, n71. https://doi.org/10.1136/bmj.n71

[18] Peattie, K., & Belz, F.-M. (2010). Sustainability marketing—An innovative conception of marketing. Marketing Review St. Gallen, 27(5), 8–15. https://doi.org/10.1007/s11621-010-0085-7

[19] Pisitsankkhakarn, R., & Vassanadumrongdee, S. (2020). Enhancing purchase intention in circular economy: An empirical evidence of remanufactured automotive product in Thailand. Resources, Conservation and Recycling, 156, Article 104702. https://doi.org/10.1016/j.resconrec.2020.104702

[20] Rana, M. S., Uddin, M. S., Uddin, M. K., Islam, M. O., Chitra, S. S., & Khatun, A. (2026). Mapping the knowledge on circular economy and marketing: A bibliometric analysis. Business Strategy & Development, 9(2), Article e70358. https://doi.org/10.1002/bsd2.70358

[21] Ranta, V., Keränen, J., & Aarikka-Stenroos, L. (2020). How B2B suppliers articulate customer value propositions in the circular economy: Four innovation-driven value creation logics. Industrial Marketing Management, 87, 291–305. https://doi.org/10.1016/j.indmarman.2019.10.007

[22] Reike, D., Vermeulen, W. J. V., & Witjes, S. (2018). The circular economy: New or refurbished as CE 3.0? Exploring controversies in the conceptualization of the circular economy through a focus on history and resource value retention options. Resources, Conservation and Recycling, 135, 246–264. https://doi.org/10.1016/j.resconrec.2017.08.027

[23] Rejeb, A., Rejeb, K., & Keogh, J. G. (2022). The circular economy and marketing: A literature review. Etikonomi, 21(1), 153–176. https://doi.org/10.15408/etk.v21i1.22216

[24] Ritch, E. L., & Siddiqui, N. (2023). Fashioning the circular economy with disruptive marketing tactics mimicking fast fashion's exploitation of social capital: A case study exploring the innovative fashion rental business model “Wardrobe.” Sustainability, 15(19), Article 14532. https://doi.org/10.3390/su151914532

[25] Sairanen, M., Aarikka-Stenroos, L., & Kaipainen, J. (2024). Customer-perceived value in the circular economy: A multidimensional framework. Industrial Marketing Management, 117, 321–343. https://doi.org/10.1016/j.indmarman.2024.01.006

[26] Shashi, Centobelli, P., Cerchione, R., & Jhamb, D. (2024). What makes people hesitant from circularity: An analysis of risk, marketing mix, cost and inconvenience. Journal of Consumer Behaviour, 23(1), 43–60. https://doi.org/10.1002/cb.2143

[27] Shevchenko, T., Saidani, M., Ranjbari, M., Kronenberg, J., Danko, Y., & Laitala, K. (2023). Consumer behavior in the circular economy: Developing a product-centric framework. Journal of Cleaner Production, 384, Article 135568. https://doi.org/10.1016/j.jclepro.2022.135568

[28] Tunn, V. S. C., Bocken, N. M. P., van den Hende, E. A., & Schoormans, J. P. L. (2019). Business models for sustainable consumption in the circular economy: An expert study. Journal of Cleaner Production, 212, 324–333. https://doi.org/10.1016/j.jclepro.2018.11.290

[29] Vidal-Ayuso, F., Akhmedova, A., & Jaca, C. (2023). The circular economy and consumer behaviour: Literature review and research directions. Journal of Cleaner Production, 418, Article 137824. https://doi.org/10.1016/j.jclepro.2023.137824

[30] Wang, Y., & Hazen, B. T. (2016). Consumer product knowledge and intention to purchase remanufactured products. International Journal of Production Economics, 181, 460–469. https://doi.org/10.1016/j.ijpe.2015.08.031

[31] Zimmermann, R., Inês, A., Dalmarco, G., & Moreira, A. C. (2024). The role of consumers in the adoption of R-strategies: A review and research agenda. Cleaner and Responsible Consumption, 13, Article 100193. https://doi.org/10.1016/j.clrc.2024.100193

[32] Zupic, I., & Čater, T. (2015). Bibliometric methods in management and organization. Organizational Research Methods, 18(3), 429–472. https://doi.org/10.1177/1094428114562629

@article{1722349,
      author = {Dr. Narayana Das},
      title = {Circular Economy Marketing: Mapping Research on Product Longevity, Reuse, Repair, and Responsible Consumption},
      journal = {Iconic Research And Engineering Journals},
      year = {2026},
      volume = {10},
      number = {2},
      pages = {1333-1350},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1722349.pdf},
      abstract = {The research in the field of the circular economy (CE) has shifted focus from production efficiency and recycling and waste management to market-oriented issues related to consumer engagement, value creation and communication, and circular consumption. A comprehensive bibliometric and science-mapping analysis of circular economy marketing research is conducted in this study to explore the evolution of research, theoretical underpinnings, conceptual structure, co-occurrence network and emerging research fronts. A total of 408 articles from 227 sources were analysed from 2011 to 2026 and were exclusively analysed by using RStudio software and Bibliometrix package. The techniques used were performance analysis, citation analysis, co-citation analysis, bibliographic coupling, keyword co-occurrence analysis, co-authorship analysis, thematic mapping and thematic evolution. The findings show a quick growth of the scholarly output as the growth rate of publications is 31.38% per year and over 85% of the articles have been published after 2021. The intellectual substance is based on the theory of circular economy, on circular business models, on sustainable consumption, on consumer behaviour, on supply-chain management and on remanufacturing. Recent research trends focus on circular product adoption, purchase intention, customer value, green identity, second-hand consumption, circular communication and strategic market transformation. The thematic results show a transition from circularity by production and recycling to circularity from a consumer and market perspective. The study further develops the idea of marketing for circularity, implying marketing is not just a tool to promote environmentally preferable products, but also to enable re-use, re-pair, return, share, re-sale, re-covery and ongoing involvement of stakeholders in circular value systems. The results give an integrated knowledge base and directions for future circular economy marketing research.},
      keywords = {Circular Economy, Circular Economy Marketing, Sustainable Marketing, Consumer Behavior, Circular Consumption, Bibliometric Analysis, Science Mapping, Thematic Evolution.},
      month = {August},
      doi = {https://doi.org/10.64388/IREV10I2-1722349}
  }