How can companies better engage consumers in the transition towards circularity? Case studies on the role of the marketing mix and nudges

Abstract

The purpose of this research is to analyze how companies adopt or transition towards circular business models through the 7Ps of the marketing mix, using ‘nudges’ as a support to engage consumers. Through multiple case studies in the beauty sector, the findings of this research present: a) adaptations in the 7Ps of the marketing mix and nudges that can support the communication of circularity to consumers of beauty sector products through simplicity, transparency and effectiveness in ‘moments of truth’; and b) the design of a framework that encapsulates how companies can progress towards circularity through the marketing mix. This research contributes to the debate around the “intention-behavior” gap issue in the circular economy transition providing evidence on how better engage consumers in circular systems via marketing tools to operationalize of circular business models, and the role of nudging to environmental awareness.