Green Marketing in the Circular Economy Applied to the Consumption of Electrical and Electronic Equipment
Journal
Lecture Notes in Networks and Systems
Perspectives and Trends in Education and Technology, Volume 3
ISSN
2367-3370
2367-3389
Date Issued
2026
Type
Resource Types::text::conference output::conference paper not in proceedings
Abstract
The aim of the study is to identify the factors that explain attitudes and behaviours towards green marketing and the circular economy in the consumption of electrical and electronic equipment. The methodological approach was carried out through bibliographic, documentary and field research. Likewise, 386 surveys were collected from the Economically Active Population in the province of Tungurahua, Ecuador. The survey was structured to measure aspects such as consumer environmental awareness, understanding of electrical and electronic equipment, and support for regulations and incentives for repair. The data was processed through statistical method factor analysis. Regarding the findings, it should be mentioned that there are three factors that evidence the environmental awareness of the consumer for the support of circular practices. In short, the importance of effective green marketing and policies that promote responsible consumption of electrical and electronic equipment is highlighted. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.