The Role of Marketing Strategies in Promoting CircularEconomy and Sustainable Growth

What is needed now is a sustainable economic approach to climate change, finite natural resources and massive pollution. New development models must combine economic prosperity with environmental protection. The solution could be the circular economy, which promotes reusing resources and reducing waste. Marketing has a key role to play in popularizing this concept as it provides the tools to ensure that sustainable principles are widely accepted and integrated into consumer behaviour and business strategies. Accelerating the uptake of the circular economy can be achieved by raising awareness of the benefits of the circular economy model and stimulating responsible consumer behavior. In this way, marketing becomes a tool for transforming the collective mindset and influencing economic decisions, focusing on the social and environmental impact of products and services. To carry out this study we formed a Web of Science database for which we used the VOSviewer software to build a bibliometric map, exploring the relevant topics in recent academic papers in the field. This analysis has identified research trends in the fields of circular economy, sustainable marketing and sustainable development, as well as the interconnections between the keywords associated with these themes. The aim of this research is to identify the role of marketing strategies in promoting circular economy and sustainable growth. By visualizing bibliometric maps it is much easier to identify trends over time and topics of interest to understand the evolution of the research field.