Green Marketing in the Circular Economy Applied to the Consumption of Electrical and Electronic Equipment

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.