Supporting Circular Economy through Social Marketing in the Fast-Food Industry: Policies and Development Directions

Abstract

The aim of this paper is to highlight the role of social marketing in the transition to circular economy in the fast-food industry. Qualitative research was conducted on a sample of 10 participants, which analysed perceptions of sustainability, its benefits and associated barriers. The results show that circular economy is perceived as a necessary model for reducing waste and conserving resources, while social marketing acts as a catalyst for change through transparent communication and education. The conclusions emphasize the importance of collaboration between companies, consumers and decision-makers to implement sustainable policies and strengthen public trust.