This study examines how management and organisation sciences can contribute to and accelerate circular economy (CE) practices by providing insight into how circular oriented innovation (COI) processes unfold. Emergent theory and recent empirical evidence shows that research into CE needs to...

Purpose – The objective of this paper is to investigate if marketing and branding techniques can help establish green brands and introduce greener patterns of consumption into contemporary lifestyles in the current context where environmentally friendly products are increasingly available....