Mapping the Knowledge on Circular Economy and Marketing: A Bibliometric Analysis

ABSTRACT This paper presents an in‐depth bibliometric evaluation of the crossroads between the concept of the circular economy and marketing during the 2016–2025 timeframes. Based on articles indexed by Scopus, the analysis determines the intellectual organization, thematic development, and collaboration in this area of up‐and‐coming research. The results indicate that three research clusters are dominant including (i) strategic marketing practices to create the circular value, (ii) consumer behavior and sustainable consumption, and (iii) circular supply chain and operational practices. The findings also point to a geographically differentiated research space, with European nations, especially Italy, being motivated by regulatory framework for example, circular economy policies whereas countries like China are motivated by production‐oriented and manufacturing‐driven circular transitions. Although the academic sphere has expanded dramatically in recent years, the articles are still disjointed and do not combine theoretical approaches to the concept of marketing with that of the circular economy. This research paper is valuable in that it maps the intellectual landscape of the research and discovery of the major gaps in the areas of consumer acceptance, value communication, and market‐based circular transitions and, thus, provides forward research and policy process directions.