17. THE INFLUENCE OF ETHICAL DIGITAL MARKETING ON THE ADOPTION OF CIRCULAR ECONOMY PRODUCTS IN MOROCCO

The Moroccan government is accelerating its ecological transition; while there is an increase in environmental awareness globally, Moroccan consumers are slow to adopt circular economy products. The purpose of this research is to explore the influence of ethical digital marketing practices, including green influencers, transparent storytelling and smart labels, on trust in and intention to purchase and the actual adoption of circular products by Moroccan consumers. The research provides an answer to the central research question of how effective these practices are in helping to create a culture of sustainability among consumers. A quantitative survey was conducted with 500 Moroccan social media users aged between 18 and 55 regarding their exposure to the ethical marketing practices above, and their effect on purchase intent and behaviour. Overall, results indicate that smart labels were the most effective influencer, with 72% of respondents exposed to smart labels having a strong intention to purchase a circular product; green influencers (60%) and transparent storytelling (55%) were also found to have a moderate effect. Of the respondents, 48% had purchased at least one circular product in the past three months. The results from this study indicate that using ethical and transparent digital strategies can greatly influence sustainable consumption, therefore presenting excellent evidence for brands and public sector organisations looking to encourage people to engage with sustainable behaviours ecologically. The research is conducted with digitally connected urban populations only and utilises specific marketing tools. Future research could broaden this through the use of cross-cultural and qualitative approaches exploring the wider motivators and long-term behaviour change associated with sustainable consumption. Thus, this research provides evidence of the ability of ethical digital marketing to link innovation and sustainability, thereby supporting Morocco’s transition to a circular economy.

HAMAME, ILIASS; CHAKOR, ABDELLATIF; EL HAMDAOUI, HAMZA

Revue Marocaine de Recherche en Management et Marketing (2025)

Vol. 17 N° 2 (2025)

DOI: 10.48376/IMIST.PRSM/remarem-v17i2.67075

Import OAI-PMH · Identifiant source : oai:revues.imist.ma:article/67075