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| Thesis topic proposal |
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Description of the research topic:
The circular economy (CE) has recently received significant attention from academia, industry, and policymakers (Fogarassy et al., 2020). An exact definition of circular economy still lacks consensus, but it is generally agreed that this concept is defined as a new way of reinventing the conventional linear model of take, use, and dispose (Aboulamer, 2018). More recently, Kirchherr et al (2017) offered a definition based on a systematic analysis of a significant number of publications in the scientific and grey literature that dealt with the circular economy. They suggested that a circular economy “is an economic system that replaces the “end-of-life” concept with reducing, alternatively reusing, recycling, and recovering materials in production/distribution and consumption processes. It operates at the micro level (products, companies, consumers), meso level (eco-industrial parks), and macro level (city, region, nation, and beyond), with the aim of accomplishing sustainable development, thus simultaneously creating environmental quality, economic prosperity and social equity, to the benefit of current and future generations. It is enabled by novel business models and responsible consumers.
Humans are in the transition process from a ‘needs’ to a ‘wants’ society, as consumption has been a dominant paradigm of the 20th and 21st centuries in which our norms, values, symbols, and stories have normalized the exponential consumption of food, energy and materials (O'Rourke, 2015). For now, however, a consumption-based lifestyle remains entrenched and circular economy models such as repair, rental ore recycling needs to be made attractive to consumers accustomed to fast acquisition and disposal (Antikainen, 2015).
Several authors have pointed out a lack of research focus on the role of purchasing in a circular economy, and also on the design and business models that can facilitate or hinder this (Kamann, 2003; Piscicelli et al,. 2017; Kirchherr et al, 2017). Transition to a circular economy may require an increase in consumer involvement, for instance through the performance of activities such as product return or resale or the subscription to PSSs that they were not previously involved in. But much of the circular economy literature to date fails to address the challenge of translating these new concepts into concrete action through engaging consumers in behavioural change (Chamberlin et al, 2018).
Moreover, in a circular economy, marketing can be used as a tool to explore circularity opportunities among the target audiences, and to understand what circular opportunities exist, uncover those opportunities, and then collaborate with production specialists and R&D teams in creating the products to serve those needs. And then when the product is created, communicate the value that the product can deliver to those audiences. A circular economy will change how consumers interact with packaging and branding from businesses which they purchase from. Consider how traditional marketing and branding have worked regarding products. The flashier the colors and the descriptions, the more attention-grabbing they tend to be. In an economy that focuses on sustainability and reusability, these traditional modes of branding will have to be revised and reconsidered.
Finally, this research will introduce the role of Marketing and Purchasing of consumers in a circular economy, with a comprehensive overview of the study field, which will fill up the missing gaps in order to enrich the circular economy concept.
Finally, this research will introduce the role of Marketing and Purchasing of consumers in a circular economy, with a comprehensive overview of the study field, which will fill up the missing gaps in order to enrich the circular economy concept.
Main objectives of the research
This study will help both marketing and purchasing managers devise strategies that are not only sustainable and aligned with the philosophy of the circular economy but will also ensure positive purchasing behaviour. By integrating both the marketing perspectives and purchasing perspectives – for good reasons referred to as ’reversed marketing’ - and including all relevant types of actors in the entire supply network – e.g. producers, wholesalers, retailers, auctions, consumers – this study aims to give a comprehensive overview of aspects, relevant for moving towards a more circular economy.
Research methodology
A Mixed Method methodology will be applied:
1.Qualitative analysis
Qualitative data collection is exploratory and focused on discovery. It involves collecting a robust data set so that the researcher can then do an in-depth analysis focused on discovering insights, reasoning, and motivations (Onwuegbuzie, 2012). Since qualitative data focuses on searching for understanding, meaning and social patterns, researchers prefer to use data collection methods that can reveal those patterns. However, the researcher will use One-to-one interviews with both purchasing and marketing managers of circular companies; moreover the researcher will use the grounded theory following a more inductive approach in selecting the appropriate theoretical framework. The interview will be an open-ended question where the researcher will ask the questions based on the interviewees answered. Narrative analysis will be used to analyze story-based content from the interviews, because using these methods will help finding stories and create master narratives based on the data to answer the research questions (Smith, 2016). Finally, Narrative analysis will use Atlas.ti to analyse the story-based content from the Interviews.
It is necessary to conduct qualitative research to generate a clearer and more accurate inquiry framework, which can then be leveraged to develop and inform quality quantitative research. Moreover, to identify different aspects and it is necessary to develop more specific and accurate research instruments.
2. Quantitative analysis:
Blatter et al. (2012) stated that Explanatory Analysis is a research design where the major emphasis is on deciding a cause-and-effect relationship which fits well with the objective of this study to discover the relationship between purchasing, marketing, and the circular economy.
Primary data collection method will be practiced in this study as the information collected is authentic and real-time results based. Examples of this type of primary data are questionnaires, interviews, observation and others (Hox et al,. 2005). Questionnaires will be used in this study to collect the required details for the research from the samples. The design of the questionnaires will be based on the outcomes of the qualitative analysis. The target populations of the questionnaires will be consumers who are aware of the circular economy in Hungary, where the sampling size will be 400 consumers.
Either R or SPSS software will be chosen to analyse the data, because of its effectiveness with data management, delivering an extensive variety of selections, and this way creating improved outcomes (Tolmie et al. 2011). Finally, given the sensitivity of the topic, extra attention will be given to validating the questions to avoid socially desirable answers, therefore biased results.
Research questions:
1: what is the (potential) role of marketing and the (potential) role of purchasing in moving towards a circular economy? How do these roles fit or clash?
2: how do the most relevant actors in the supply network - like consumers, retailers, wholesalers, auctions, producers, importers - perceive their role in moving towards a more circular economy
Significance of this proposed study
This study will shed light on prior circular economy studies and enrich the literature of the concept.
This study will give a clear insight to circular economy companies about consumer purchasing behaviour and it will help marketeers to develop communication strategies to market their offerings based on the outcomes.
This study will reveal the degree of alignment of the purchasing perspectives and strategies of a company and its marketing perspectives and strategies. This outcome can be used to increase awareness among companies about measures to improve alignment.
Finally, this study will highlight the most important dimensions that will enhance the circular economic companies to better understand the purchasing pattern.
Témavezető(k) publikációi (a témához kapcsolódóan) max. 5
Supervisors’ publications (related to the topic)
- Kamann, D.J.F. (2003), Commissioned Definition Study Sustainable Outsourcing (Definitiestudie Duurzaam Uitbesteden), Leeuwarden: Nationaal Initiatief Duurzame Ontwikkeling (National Initiative Sustainable Development) NIDO.
- Kamann, D.J.F. and Johnsen, T.E. (2019), Coping with the future: Picking your battles, Journal for Purchasing and Supply Management, 25, (1): 1-14.
- Kamann, D.J.F. (1997), Policies for dynamic innovative networks in innovative milieux, in R. Ratti, A. Bramanti and R Gordon (eds.), The Dynamics of Innovative Regions, GREMI publication, Aldershot: Ashgate, pp. 367-391.
- Kamann, D.J.F. (1998), The Triple Plus methodology, in A. Halinen-Kaila & Niina Nummela (eds.) Proceedings of the IMP Conference, Turku, Finland, September, Volume 3, pp 61-86.
- Kamann, D.J.F. (2005), Rethinking sustainability: the network implications, Paper presented at the NECTAR Workshop in Fiesole, Italy, 5-6 October.
References:
Aboulamer, A., 2018. Adopting a circular business model improves market equity value. Thunderbird International Business Review, 60 (5), pp.765-769.
Antikainen, M., Lammi, M., Paloheimo, H. and Valkokari, K. 2015, Towards Circular Economy Business Models: Consumer Acceptance of Novel Services, Paper, presented at the ISPIM Innovation Summit, December, Brisbane, Australia.
Blatter, J. and Haverland, M., 2012. Designing case studies: Explanatory approaches in small-N research. Springer.
Chamberlin, L. and Boks, C., 2018. Marketing approaches for a circular economy: Using design frameworks to interpret online communications. Sustainability, 10 (6), p.2070.
Fogarassy, C. and Finger, D., 2020. Theoretical and practical approaches of circular economy for business models and technological solutions. Resources, 9 (6), p.76.
Hox, J.J. and Boeije, H.R., 2005. Data collection, primary versus secondary.
Kamann, D.J.F. 2003, Commissioned Definition Study Sustainable Outsourcing (Definitiestudie Duurzaam Uitbesteden), Leeuwarden: Nationaal Initiatief Duurzame Ontwikkeling (National Initiative Sustainable Development) NIDO.
Kirchherr, J., Reike, D. and Hekkert, M., 2017. Conceptualizing the circular economy: An analysis of 114 definitions. Resources, conservation and recycling, 127, pp.221-232.
Onwuegbuzie, A.J., Leech, N.L. and Collins, K.M., 2012. Qualitative analysis techniques for the review of the literature. Qualitative Report, 17, p.56.
Piscicelli, L., Ludden, G.D., Lloyd, P. and Bohemia, E., 2016. The potential of Design for Behaviour Change to foster the transition to a circular economy. In Proceedings of DRS 2016, Design Research Society 50th Anniversary Conference (Vol. 4, pp. 1305-1321).
Smith, B., 2016. Narrative analysis. Analysing qualitative data in psychology, 2, pp.202-221.
Tolmie, A., Muijs, D. and McAteer, E., 2011. Quantitative methods in educational and social research using SPSS. McGraw-Hill Education (UK).
Required language skills: english
Number of students who can be accepted: 1
Deadline for application: 2024-03-31 |
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