Guest Editors:
- Joya A. Kemper, University of Canterbury, New Zealand, joya.kemper@canterbury.ac.nz
- Julia A. Fehrer, University of Auckland, New Zealand, j.fehrer@auckland.ac.nz
- Roderick J. Brodie, University of Auckland, New Zealand, r.brodie@auckland.ac.nz
- Leena Aarikka-Stenroos, University of Tampere, Finland, leena.aarikka-stenroos@tuni.fi
- Jenni Kaipainen, ETH Zürich, Switzerland, jenni.kaipainen@mtec.ethz.ch
Objectives and Topics:
The primary objective of this call is to explore the role of marketing in advancing the goals of the
circular economy from different perspectives such as marketing strategy, customer behaviour, and
product and service design. We invite research that delves into various aspects of strategy, tactics,
and frameworks that align with the principles of the circular economy. We welcome all methodologies,
including conceptual works. Topics of interest include, but are not limited to:
- Customer experiences and perception with circular economy products, services and
processes. - Understanding customer awareness and motivations for participating in the circular economy.
- Leveraging digital marketing and digital platforms to foster circular transitions.
- The role of product passports in promoting circularity to consumers and others businesses
- The impact of branding and advertising on customer behaviour towards circular products,
services and processes. - Evaluating the effectiveness of marketing campaigns focused on circular economy initiatives.
- The role of influencers and thought leaders in shaping customer perceptions of the circular
economy. - Marketing’s role in promoting products and services that aligns with circular economy
principles. - The roles of concepts such as degrowth, “enoughness”, and sufficiency in the circular
economy - Understanding rebound and other adverse effects of circular economy campaigns.
- Ethical considerations in marketing circular economy products and services.
- Greenwashing and addressing other customer concerns and perceptions related to reused,
repaired, and refurbished products. - The role of marketing in shaping public policy and institutional environment towards the
circular economy. - Relationships management and B2B marketing to drive circular transitions
- Service marketing, service business models and servitization fostering circular economy
practices - Sales strategies supporting circular economy principles
- Marketing strategy and initiatives driving action and interplay at multiple levels of the society,
spanning from the organizational boundaries to value chains and ecosystems - Interdisciplinary approaches to integrating circular economy principles in marketing.
- Case studies highlighting the successes and challenges of circular economy marketing
initiatives.
Submission Guidelines:
Authors are invited to submit original research articles, case studies, theoretical frameworks, and
practical insights relevant to the special issue theme. Submissions should adhere to the Australasian
Marketing Journal’s formatting guidelines and undergo a rigorous double-blind peer-review process.
Please follow the journal’s referencing and style requirements.
Submission Instructions:
Manuscripts should be submitted online through the Australasian Marketing Journal submission
portal.
For inquiries regarding the special issue, please contact Joya Kemper via
joya.kemper@canterbury.ac.nz
