Sustainable Marketing and the Circular Economy in Poland

Anita Proszowska (PhD) is an assistant professor in the Department of Business and Enterprise Management in the Faculty of Management, AGH University of Krakow. She is author of more than 90 scientific publications on marketing. She is a member of the Polish Scientific Marketing Association.Ewa Prymon-Ryś (PhD) is an assistant professor in the Department of Business and Enterprise Management in the Faculty of Management, AGH University of Krakow, Poland. She is author of more than 70 scientific articles and co-author of 2 books.Anna Dubel (PhD) is an assistant professor in the Department of Finance and Accounting in the Faculty of Management, AGH University of Krakow, Poland.Anna Kondak (PhD) is a research assistant in the Department of Business and Enterprise Management in the Faculty of Management, AGH University of Krakow, Poland.Aleksandra Wilk (PhD) is a research assistant in the Department of Business and Enterprise Management in the Faculty of Management, AGH University of Cracow, Poland.

• About Authors. List of figures and tables. Acknowledgments and Financial Disclosure.Introduction.. Chapter 1. The circular economy – an outline of the concept and its evolution.1.1. The circular economy concept. 1.2. Evolution of the circular economy concept. 1.3. Key objectives and results of a circular economy. 1.4. Circular economy implementation in word economies and mapping CE networks.References Chapter 2. The evolution of sustainable marketing against a background of selected market changes. 2.1. The evolution of the conventional understanding of marketing. 2.2. The beginnings of sustainable marketing and the green supply chain. 2.3. Sustainability and sustainable marketing: definitions and practical examples 2.4. Adverse consumer trends slowing the development of sustainable marketing. 2.5. Planned product obsolescence. 2.6. Greenwashing. 2.7. Trends supporting the development of sustainable attitudes References Chapter 3. The Main Sustainable Change Actors. 3.1. The concept of stakeholders 3.2. Groups of stakeholders in a circular economy and a sustainable change. 3.3. Consumers as benefactors and the main stakeholders in sustainable change. 3.4 The role of NGOs in a circular economy. 3.5 The corporate sector and its involvement in sustainable change. 3.6. Educators, academics and researchers promoting a circular economy.3.7. The importance of influencers and celebrity endorsement. 3.8. Other sustainable stakeholders. References Chapter 4. Examples of activities of enterprises in a circular economy. 4.1. Methods: An overview of circular economy and sustainable marketing practices.4.2. An overview of circular economy and sustainable marketing practices. Conclusions. References