Year: 2024
Type: article
Abstract: This paper explores how small and medium-sized enterprises (SMEs) can leverage zero-waste marketing strategies to foster sustainable business practices and engage eco-conscious consumers. By focusing on practical approaches to minimizing both physical and digital waste in marketing efforts, SMEs can inspire consumer adoption of zero-waste lifestyles while transitioning towards circular business models. The paper showcases some exemplary from SMEs context that have integrated zero-waste initiatives into their marketing efforts. The paper discusses key strategies, the influence of marketing on consumer behaviour and the potential for SMEs to shift from linear to circular models, ultimately positioning themselves as leaders in sustainability. It emphasises the practical and accessible steps SMEs can take, aligning with their resource constraints while maximizing their impact on both consumer behaviour and business growth through zero-waste initiatives.
Source: ICCD
Authors: Malliga MARIMUTHU, Retno DEWANTI
Institutions: La Trobe University, Binus University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4404664870