The Role of Marketing in Shaping Public Policy and Institutional Environment towards the Circular Economy

Abstract

A lot of changes are going to have to happen in public policy, market institutions, and business practices and consumer behavior in order to make the transition from the current linear "take-make-dispose" model to a circular economy (CE). The majority of the literature recognizes that marketing can promote circular products and sustainable consumption. However, there is a lack of theory and practice when it comes to marketing's strategic and upstream role in advocating for institutional and policy change. Researching the marketing tactics, discourses, and players that have an impact on the push for a circular economy policies and frameworks is the main goal of this thesis. Case studies, mixed-methods research, and a sequential research design are the building blocks of this study's profile of key marketing players, influence mechanisms, and marketing outcomes in CE policymaking. The study draws quantitative and qualitative data from surveys, case studies, and interviews with industry elites. By studying sustainability transitions through the lens of marketing as institutional action, this study aspires to provide an integrated framework. Through the incorporation of institutional and policy frameworks, this work aims to improve marketing literature. It will also provide marketers and policymakers with a practical framework to aid in the marketing, advocacy, policy-making, and governance processes surrounding the circular economy.