Integration of Green Marketing, Eco-Innovation and Circular Economy: The Key to Sustainable Marketing Performance Success – A Conceptual Analysis

DOI

10.2991/978-94-6239-626-5_20How to use a DOI?

Keywords

Green Marketing; Eco-Innovation; Circular Economy; Sustainable Marketing Performance

Abstract

Over the past few decades, sustainability has increasingly been a focus for companies around the world, in response to growing risks associated with climate change and environmental decline as well as mounting expectations from consumers and regulators. Sustainability is becoming a choice no longer an option for companies to be competitive / relevant in the global market, it going to shift from being buried within corporate reports and used as part of CSR strategy toward integrated into business at its heart. However, despite the propagation of green marketing in many firms, outcomes have failed to meet expectations this is particularly relevant with respect to sustainable marketing performance. This research explores the integration of Green Marketing, Eco-Innovation, and Circular Economy as crucial drivers for achieving successful sustainable marketing performance. The role of Eco-Innovation as a mediator between Green Marketing and sustainable marketing performance, and Circular Economy as a moderator, is examined in the context of overcoming the gap in the current literature. Resource-Based View (RBV) theory will be used as the lens and foundation in which to theoretically present Green Marketing, Eco-Innovation, and Circular Economy as firms’ sustainable-driven reinforcers. We propose that the relationship between Green Marketing and Sustainable Marketing Performance is mediated by Eco-Innovation, which in turn is moderated by Circular Economy. This paper offers insights for companies seeking to strengthen their sustainability strategies by aligning Green Marketing with Eco-Innovation and Circular Economy principles.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Indra Subekti
AU  - Ambar Lukitaningsih
AU  - Muninah Fadhilah
AU  - Mohammad Nabil Almunawar
PY  - 2026
DA  - 2026/04/15
TI  - Integration of Green Marketing, Eco-Innovation and Circular Economy: The Key to Sustainable Marketing Performance Success – A Conceptual Analysis
BT  - Proceedings of the 1st International Conference on Business, Economic, and Social Sustainability (ICOBES 2025)
PB  - Atlantis Press
SP  - 265
EP  - 278
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-626-5_20
DO  - 10.2991/978-94-6239-626-5_20
ID  - Subekti2026
ER  -