Resigned Marketing in Light of the Circular Economy: An Empirical Investigation of Malaysia and Pakistan

Abstract

Due to industrial revolution the production and consumption of products are at all-time high, resulting in the environmental decimation. This damage to the environment can be reduced by following the concept of the “Circular Economy”. In this concept the focus is on introducing innovative systems to reduce or even eliminate the harms to the environment at large. As marketing encourages people (consumers) to repeatedly buy and use the products, the impact is devastating. This study, therefore, attempts to introduce and empirically test a redesigned marketing philosophy with the inclusion of circular economy in the established model of the Theory of Planned Behavior. Data were collected and subsequently tested from two countries, namely, Malaysia and Pakistan. The results of this study can be used as a guideline by the marketers and policymakers to device innovative environmentally friendly strategies.