Circular economy! Sustainable growth and achieving zero net emissions - a way ahead for building sustainable tomorrow by optimising consumption

The concept of a circular economy has received an increasing amount of focus in recent years due to its potential as a means to achieve long-term economic sustainability.The current study applies the interpretive structural modelling (ISM) methodology to investigate the complex relationships between a total of 16 key variables from the literature that affect circular economy efforts.The findings imply that initiatives to advance technological know-how, awareness, resource sharing, recycling and reuse, and reverse logistics may have a substantial influence on the circular economy.As organisations seek to enhance their sustainability efforts, these insights can guide decision-makers in formulating effective strategies that harness technological advancements, optimise logistics operations, and raise awareness to foster a circular economy that benefits both the environment and society.This research based on ISM theory adds clarity on what helps spread the concept of a circular economy.It offers significant fresh insights for marketers and policy-makers.