Leveraging On Promotions To Drive a Successful Circular Economy Transition

Bissah, Emmanuel Tawiah (2025) Leveraging On Promotions To Drive a Successful Circular Economy Transition. In: Proceedings of Academy of Marketing 2025 Annual Conference and Doctoral Colloquium: Saints and Scholars, University College Cork :. Academy of Marketing, p. 140. ISBN 9781919647319

Abstract

Promotions, either marketing or trade, are essential in circular activities to achieve a sustainability vision. Promotion educates, creates awareness, enables behavioural change, increases sales or demand, differentiates products, provides a competitive advantage, encourages sustainable practices, fosters economic growth, and builds relationships. ). However, the role of promotion in enhancing circular economy practices has been largely overlooked and this study explore how promotions complement circular economy transition.