How Can Companies Better Engage Consumers in the Transition towards Circularity? Case Studies on the Role of the Marketing Mix and Nudges

Graziela Maira Rainatto, Ana Beatriz Lopes de Sousa Jabbour (), Marcio Cardoso Machado, Charbel Jose Chiappetta Jabbour () and S. Tiwari
Additional contact information
Graziela Maira Rainatto: UNIP - Universidade Paulista [São Paulo]
Ana Beatriz Lopes de Sousa Jabbour: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Marcio Cardoso Machado: UNIP - Universidade Paulista [São Paulo]
Charbel Jose Chiappetta Jabbour: NEOMA - Neoma Business School
S. Tiwari: ESSCA - ESSCA – École supérieure des sciences commerciales d'Angers = ESSCA Business School

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Abstract: The purpose of this research is to analyze how companies adopt or transition towards circular business models through the 7Ps of the marketing mix, using `nudges' as a support to engage consumers. Through multiple case studies in the beauty sector, the findings of this research present: a) adaptations in the 7Ps of the marketing mix and nudges that can support the communication of circularity to consumers of beauty sector products through simplicity, transparency and effectiveness in `moments of truth'; and b) the design of a framework that encapsulates how companies can progress towards circularity through the marketing mix. This research contributes to the debate around the ``intention-behavior'' gap issue in the circular economy transition providing evidence on how better engage consumers in circular systems via marketing tools to operationalize of circular business models, and the role of nudging to environmental awareness. \textcopyright 2023 Elsevier Ltd

Keywords: 7ps of marketing; 7Ps of Marketing; Business models; Business strategies; Business strategy; Case-studies; Circular business; Circular economy; Commerce; Consumer behavior; Marketing mix; Marketing tools; Multiple-case study; Nudge; Product design (search for similar items in EconPapers)
Date: 2024
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Published in Journal of Cleaner Production, 2024, 434, ⟨10.1016/j.jclepro.2023.139779⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04432412

DOI: 10.1016/j.jclepro.2023.139779

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