Circular Economy Marketing Practices and Consumer Advocacy :Examining the Mediating Roles of Brand Purpose and Customer Engagement
DOI:
https://doi.org/10.66635/zrbfn559Keywords:
circular economy marketing, brand purpose, customer engagement, consumer advocacy, sustainability marketingAbstract
This research investigates the impact of circular economy marketing strategies on consumer advocacy, while also measuring the mediating effect of brand purpose and customer engagement. The paper highlights the need for sustainability-oriented marketing research that relates circular value communication with pro-brand consumer behaviour. A simulated academic survey dataset of 300 urban consumers who were aware of sustainable, reusable, recyclable, repairable or eco-friendly brands was used for quantitative empirical research design. A total of four constructs were measured using five-item, five-point Likert scales: circular economy marketing practices, brand purpose, customer engagement, and consumer advocacy. The data was analysed using descriptive statistics, reliability testing, Pearson’s correlation, multiple regression and bootstrapping mediation. The study findings confirm the positive relationship of circular economy marketing with consumer advocacy and how it significantly predicts both brand purpose and customer engagement. There in a consumer’s perception, a positive framework happens in the presence of brand purpose and other environmental factors. The results of the bootstrap mediation indicate that both mediators have considerable indirect effects. However, customer engagement provides a stronger mediation path than brand purpose. The study shows that the persuasive power of circular economy marketing increases when sustainability claims are reflected in an authentic brand purpose, and customers are actively engaged in a circular practice. The paper brings together circular economy communication, purpose-driven branding, engagement, and advocacy within a single explanatory model to contribute to sustainability marketing. Suggestions for businesses and brands guiding the development of circular campaigns are offered to build consumer trust and convert sustainable consumption experiences into a voluntary recommendation and positive word-of-mouth.
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