Sustainability marketing education and circular marketing adoption in the Saudi industry

Abstract

The research paper examines how sustainability-oriented marketing education influences the implementation of circular marketing in Saudi industrial companies with a focus on the mediating effects of circular economy awareness. A quantitative research design based on the Theory of Planned Behavior and the Diffusion of Innovations was employed, and a structured questionnaire was administered. A sample of 377 employees and managers in marketing, sustainability, and quality-related activities at Saudi industrial companies yielded a response rate of 78.5%. The proposed hypotheses were tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that marketing education is more sustainability-oriented, significantly increases awareness of the circular economy, and directly stimulates the implementation of circular marketing practices. Moreover, circular economy awareness partially mediates this relationship, indicating its essential cognitive role in translating educational inputs into organizational action. Multi-group analysis also shows that large companies are more productive than small and medium-sized businesses at translating awareness into practice. The paper suggests that companies should strategically invest in sustainability-oriented marketing training to enhance awareness and accelerate the adoption of the circular economy, thereby achieving Saudi Arabia's sustainability goals and Vision 2030.