Faza Muhammad Sukarsono, Wahyu Mahesa Miarta, Fandi Fatoni, Aldy Rostyawan, Arum Pujiastuti, Hisyam
Incorporating Circular Economy (CE) principles into marketing tactics has emerged as a crucial means of promoting sustainability-driven customer behavior. Few studies specifically look at how digital marketing tools may operationalize CE ideals to improve sustainable customer interaction, despite the increased interest in green marketing and corporate circularity. Using a Conceptual Model Development (CMD) methodology, this study creates a conceptual framework that connects CE reasoning, digital marketing tactics, and consumer engagement results. A systematic evaluation of peer-reviewed research spanning 2021-2025 was applied to find new connections between sustainability and digital transformation. Three integrative routes are identified by the findings: (1) circular-oriented value creation, (2) digital transformation for sustainability communication, and (3) consumer co-creation for engagement. The proposed framework conceptualizes digital marketing as an enabling mechanism that transforms CE principles into actionable, engagement-based sustainability outcomes. The study contributes theoretically by synthesizing the literature on CE and sustainable marketing, and managerially by offering strategic recommendations for organizations seeking to embed circular values into their digital ecosystems to increase consumer engagement resilience. © The Authors, published by EDP Sciences.
Department of Management, State University of Surabaya, Unesa 5 Campus Directorate, Indonesia; Department of Communication Studies, State University of Surabaya, Unesa 5 Campus Directorate, Indonesia; School of Management, National Taiwan University of Science and Technology, Taiwan
