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Article

Digital Marketing as a Driver of Change Towards the Circular Economy

by
Pedro Antonio Martín-Cervantes
1,*,
Parisa Ziarati
2,
Pablo de Frutos Madrazo
3 and
Iza Gigauri
4
1
Department of Financial Economics and Accounting, University of Valladolid, 47011 Valladolid, Spain
2
Halal Research Center of IRI, Food and Drug Administration (IR-FDA), Ministry of Health and Medical Education (MOH+ME), Tehran 1461966461, Iran
3
Department of Applied Economics, University of Valladolid, 47002 Valladolid, Spain
4
School of Business and Administrative Studies, The University of Georgia, Tbilisi 0171, Georgia
*
Author to whom correspondence should be addressed.
Sustainability 2025, 17(11), 5105; https://doi.org/10.3390/su17115105
Submission received: 8 April 2025 / Revised: 18 May 2025 / Accepted: 28 May 2025 / Published: 2 June 2025

Abstract

This study explores the emerging link between digital marketing and the circular economy, situated within the broader context of sustainability and digital transformation. Through a scientometric analysis of 276 documents indexed in Scopus, the research maps the conceptual, intellectual, and collaborative landscape of this intersection. The dataset was refined using the PRISMA standards, and the analysis was carried out with the R package bibliometrix. The findings reveal a highly fragmented body of literature, with a few prolific authors and limited international cooperation. Most of the influential publications are concentrated in a small number of sources, particularly the journal Sustainability. Thematic mapping identifies growing interest in areas such as consumer perception, sustainable development, and the adoption of digital tools by micro-enterprises, while other topics like recycling or public health remain peripheral. Although the scholarly output has surged in recent years (especially during 2023 and 2024), the field still lacks coherent theoretical frameworks or dominant research schools. Overall, digital marketing appears to be a promising driver for promoting circular practices, but further applied studies and enhanced international collaboration are essential to consolidate this line of inquiry.
Keywords: digital marketing; circular economy; sustainable development; sustainability; technologies; multidisciplinarity digital marketing; circular economy; sustainable development; sustainability; technologies; multidisciplinarity

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MDPI and ACS Style

Martín-Cervantes, P.A.; Ziarati, P.; de Frutos Madrazo, P.; Gigauri, I. Digital Marketing as a Driver of Change Towards the Circular Economy. Sustainability 2025, 17, 5105. https://doi.org/10.3390/su17115105

AMA Style

Martín-Cervantes PA, Ziarati P, de Frutos Madrazo P, Gigauri I. Digital Marketing as a Driver of Change Towards the Circular Economy. Sustainability. 2025; 17(11):5105. https://doi.org/10.3390/su17115105

Chicago/Turabian Style

Martín-Cervantes, Pedro Antonio, Parisa Ziarati, Pablo de Frutos Madrazo, and Iza Gigauri. 2025. "Digital Marketing as a Driver of Change Towards the Circular Economy" Sustainability 17, no. 11: 5105. https://doi.org/10.3390/su17115105

APA Style

Martín-Cervantes, P. A., Ziarati, P., de Frutos Madrazo, P., & Gigauri, I. (2025). Digital Marketing as a Driver of Change Towards the Circular Economy. Sustainability, 17(11), 5105. https://doi.org/10.3390/su17115105

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