Abstract

BORJA MORA, Liz Ivette; VACACELA PINEDA, Juan Gabriel  and  ALVAREZ GUTIERREZ, Yamel de las Mercedes. Marketing strategies in the circular economy. e-Rev. Multidiscip. Saber [online]. 2025, vol.3, e-RMS02012025.  Epub June 25, 2025. ISSN 2960-2467.  https://doi.org/10.61286/e-rms.v3i.148.

The relationship between marketing strategies and the circular economy in Ecuador, highlighting its impact on the transition towards sustainable practices. In a context where sustainability is becoming increasingly relevant, it was identified that both companies and consumers face significant barriers to fully adopting the principles of the circular economy. A mixed methodology was used, combining surveys of 400 consumers with interviews of 10 business representatives. The study aimed to evaluate knowledge about the circular economy, the effectiveness of sustainable marketing, and the predisposition to responsible consumption. The results indicate that, although 27.5% of consumers are familiar with the circular economy, 35% are still unaware of it. Sustainable marketing positively influences the purchasing decisions of 32.5% of respondents, and 50% prefer sustainable products. However, only 32.5% investigate the environmental impact before purchasing. The discussion emphasizes the need to optimize sustainable marketing strategies and educate the public. It is concluded that, to promote an effective circular economy, it is crucial to strengthen marketing campaigns, improve accessibility to sustainable products and promote a supportive regulatory framework. Digital marketing can be a tool to promote the circular economy, creating campaigns that not only attract customers, but also transform the way we consume and produce.

Keywords : circular economy; sustainable marketing; sustainable practices; responsible purchasing.

        · abstract in Spanish     · text in Spanish     · Spanish ( pdf )