Circular Marketing: Exploring Innovative Approaches to Encourage Sustainable Product Usage and Waste Reduction

Abstract : This research investigates the impact of circular marketing strategies on employee behavior within the Iraqi Ministry of Environment regarding sustainable product consumption and waste reduction. Employing a quantitative approach, a survey was administered to a sample of ministry employees, collecting data on their attitudes and behaviors toward sustainable practices. Data analysis utilized descriptive statistics and Structural Equation Modeling (SEM) to explore the relationships between circular marketing strategies (green labeling and eco-incentivization), sustainable product usage, and waste reduction behaviors. Results revealed a significant positive relationship between circular marketing strategies, particularly eco-incentivization, and both sustainable product usage and waste reduction. Eco-incentivization demonstrated a stronger influence on these behaviors compared to green labeling. This finding suggests that monetary incentives are more effective in motivating employees to adopt sustainable practices. Further analysis showed that employees perceive green labeling as helpful for identifying environmentally friendly products but that the incentive structure plays a greater role in driving changes to actual waste reduction behaviors. The study emphasizes the importance of incorporating monetary incentives into circular marketing campaigns aimed at fostering environmentally conscious actions within governmental organizations. Recommendations include the implementation of targeted eco-incentive programs, integrating green labeling into procurement procedures.