Redefining marketing strategies through sustainability: Influencing consumer behavior in the circular economy: A systematic review and future research roadmap

Abstract

This systematic literature review investigates how marketing strategies focused on sustainability affect consumer trust and sustainable branding in emerging economies, where environmental regulations are often weak or inconsistently enforced. Although interest in green business practices is increasing, existing research addresses related areas such as green consumerism, environmental messaging, or circular economy models in isolation. This review synthesizes findings from 61 peer-reviewed articles across seven key areas: marketing, sustainability, circular economy, consumer trust, sustainable branding, green consumerism, and systematic review methodology. It also evaluates how digital verification technologies, including blockchain and artificial intelligence can promote transparency, minimize greenwashing, and reinforce consumer confidence. The originality of this review lies in its interdisciplinary approach, its contextual focus on under-regulated markets, and its integration of digital tools into the green marketing framework. The findings show that authentic, sustainable branding enhances long-term brand value, while misleading sustainability claims weaken consumer trust. Green consumerism is shaping purchasing behaviors and driving demand for responsible business practices. Circular economy models improve resource efficiency, but face challenges related to scale, infrastructure, and policy in developing regions. This review contributes to theory by linking institutional theory with sustainability transitions and provides practical insights for companies and policymakers seeking to align marketing strategies with ethical and environmental objectives. This review concludes by identifying future research directions, particularly in technology-enabled transparency, regional consumer insights, and the financial viability of circular solutions in emerging markets.