Digital Marketing as a Driver of Change Towards the Circular Economy

Pedro Antonio Martín-Cervantes (), Parisa Ziarati, Pablo de Frutos Madrazo and Iza Gigauri
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Pedro Antonio Martín-Cervantes: Department of Financial Economics and Accounting, University of Valladolid, 47011 Valladolid, Spain
Parisa Ziarati: Halal Research Center of IRI, Food and Drug Administration (IR-FDA), Ministry of Health and Medical Education (MOH+ME), Tehran 1461966461, Iran
Pablo de Frutos Madrazo: Department of Applied Economics, University of Valladolid, 47002 Valladolid, Spain
Iza Gigauri: School of Business and Administrative Studies, The University of Georgia, Tbilisi 0171, Georgia

Sustainability, 2025, vol. 17, issue 11, 1-24

Abstract: This study explores the emerging link between digital marketing and the circular economy, situated within the broader context of sustainability and digital transformation. Through a scientometric analysis of 276 documents indexed in Scopus, the research maps the conceptual, intellectual, and collaborative landscape of this intersection. The dataset was refined using the PRISMA standards, and the analysis was carried out with the R package bibliometrix. The findings reveal a highly fragmented body of literature, with a few prolific authors and limited international cooperation. Most of the influential publications are concentrated in a small number of sources, particularly the journal Sustainability. Thematic mapping identifies growing interest in areas such as consumer perception, sustainable development, and the adoption of digital tools by micro-enterprises, while other topics like recycling or public health remain peripheral. Although the scholarly output has surged in recent years (especially during 2023 and 2024), the field still lacks coherent theoretical frameworks or dominant research schools. Overall, digital marketing appears to be a promising driver for promoting circular practices, but further applied studies and enhanced international collaboration are essential to consolidate this line of inquiry.

Keywords: digital marketing; circular economy; sustainable development; sustainability; technologies; multidisciplinarity (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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