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<p>This study investigates how green marketing instruments, such as eco-labeling, environmental advertising, and sustainable product attributes, drive circular consumption behavior within the context of an emerging market’s circular economy (CE) transition. Grounded in the 5R circular economy framework (Reduce, Reuse, Repair, Refurbish, Recycle) and CE consumer behavior theory, this study employs Partial Least Squares Structural Equation Modeling (PLS-SEM) and Fuzzy Set Qualitative Comparative Analysis (FsQCA) with 233 respondents to examine how CE marketing signals translate into circular purchasing decisions. Results show that environmental advertising significantly shapes ecological attitudes and circular consumption. Environmental concern mediates the relationship between advertising and circular purchasing, and between eco-labeling and circular purchasing, confirming its role as the key motivational bridge for CE demand activation. Environmental attitudes and eco-labeling show positive but non-significant direct effects, while product attributes, such as CE design signals, mediate the eco-labeling to circular consumption pathway. Furthermore, FsQCA reveals three high-consistency configurations driving circular consumption, confirming that no single CE marketing instrument is sufficient it is the conjunction of product attributes, eco-labeling, environmental concern, and advertising that reliably produces circular purchasing outcomes. These findings advance CE marketing theory and offer evidence-based guidance for CE policy in emerging markets.</p>

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Circular Economy in Action: How Marketing Signals Drive Sustainable Consumption in Emerging Markets

  • 期刊论文

  • 发表日期：

    2026年7月21日

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  • Viajeng Purnama Putri,
  • Ilyas Masudin,
  • Tanti Handriana

摘要

This study investigates how green marketing instruments, such as eco-labeling, environmental advertising, and sustainable product attributes, drive circular consumption behavior within the context of an emerging market’s circular economy (CE) transition. Grounded in the 5R circular economy framework (Reduce, Reuse, Repair, Refurbish, Recycle) and CE consumer behavior theory, this study employs Partial Least Squares Structural Equation Modeling (PLS-SEM) and Fuzzy Set Qualitative Comparative Analysis (FsQCA) with 233 respondents to examine how CE marketing signals translate into circular purchasing decisions. Results show that environmental advertising significantly shapes ecological attitudes and circular consumption. Environmental concern mediates the relationship between advertising and circular purchasing, and between eco-labeling and circular purchasing, confirming its role as the key motivational bridge for CE demand activation. Environmental attitudes and eco-labeling show positive but non-significant direct effects, while product attributes, such as CE design signals, mediate the eco-labeling to circular consumption pathway. Furthermore, FsQCA reveals three high-consistency configurations driving circular consumption, confirming that no single CE marketing instrument is sufficient it is the conjunction of product attributes, eco-labeling, environmental concern, and advertising that reliably produces circular purchasing outcomes. These findings advance CE marketing theory and offer evidence-based guidance for CE policy in emerging markets.