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VOL. 8, ISSUE 2 (2026)
Digital Marketing as a catalyst for Circular Economy transition: A study on sustainable consumption practices in the Fast Fashion and Electronics Industries
Authors
Gyanendra Kumar, Sukanta Kumar Baral
Abstract
This study focuses on how
digital marketing can help two highly resource-intensive industries (the fast
fashion and electronics sectors) transition to a circular economy. There is an
increasing body of academic research on sustainable consumption, yet the
precise contribution of digital marketing tools to the establishment of
circular behaviour remains poorly understood, underscoring the need for further
study in this area. This study aims to address this gap by introducing a
conceptual model, the Digital Circular Marketing Model (DCMM), that links green
content marketing and eco-influencer involvement with digital nudging to
achieve circular consumption through reusable goods, resale, recycling, and
appropriate product disposal. This study uses only secondary data sources,
including peer-reviewed academic journals, corporate and industry reports, and
brand case studies published between 2020 and 2025. Key findings suggest that
specific digital green campaigns can dramatically increase awareness of
circularity after successfully using interactive platforms to drive consumer
behavioural change towards more sustainable options. Future research may
include investigations into cultural differences and the permanence of these
behavioural changes following digital marketing interventions.
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Pages:62-68
How to cite this article:
Gyanendra Kumar, Sukanta Kumar Baral "Digital Marketing as a catalyst for Circular Economy transition: A study on sustainable consumption practices in the Fast Fashion and Electronics Industries". International Journal of Commerce and Economics, Vol 8, Issue 2, 2026, Pages 62-68
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