Social Responsibility and Business Ethics VII. Circular Economy and the Role of Corporate Social Marketing

The article presents the concepts of corporate social marketing and circular economy and the role of corporate social marketing initiatives in promoting and spreading the use of the circular business model. The authors showcase the need to enhance corporate social marketing initiatives in the context of using the circular economy model which generates synergies between social returns (attitude and behavioural benefits for consumers) and business returns (attitude and behavioural benefits for companies), in order to achieve a direct impact of the social element over business. This article presents legal initiatives which provide assistance in the implementation of the circular economy business model, and also the advantages of this model in terms of resource efficiency and the population's health and safety.