Relationship Marketing and the Circular Economy in Higher Education Institutions: Toward a Relational Model for Responsible Consumption

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dc.creatorUribe Piedrahita, Jorge
dc.creatorRomero Martínez, Cristian David
dc.creatorSalgado Pérez, Rafael
dc.creatorMontoya, Julio Alberto
dc.date2026-05-22
dc.descriptionObjective: This article sought to analyze the interplay between relationship marketing and the circular economy in higher education institutions, based on the identification of a theoretical gap in the literature concerning their conceptual integration. Although the circular economy has been widely examined from operational and technical perspectives, limited attention has been given to its linkage with stakeholder engagement strategies.Design/Methodology: A descriptive qualitative approach was adopted through a structured literature review of studies published between 2010 and 2025 in Dialnet, Redalyc, SciELO, ScienceDirect, and Scopus. The analysis focused on the interconnections among relationship marketing, sustainability, and responsible consumption.Findings: The study proposed a conceptual integration between relationship marketing and the circular economy to better understand the role of relational strategies in fostering a culture of responsible consumption among stakeholders in academic communities. In this regard, the proposed perspective broadened the dominant approach in the literature by incorporating relational dimensions into the understanding of university sustainability.Conclusions: The incorporation of relationship marketing into circular economy strategies strengthens the transition toward institutional models grounded in sustainability and contributes to shaping the cultural and behavioral dynamics of stakeholders within higher education institutions.Originality: This study offers a conceptual framework that redefines the role of relationship marketing in the transition toward university models guided by the principles of the circular economy.en-US
dc.descriptionObjetivo: este estudio se propuso analizar la relación entre el marketing relacional y la economía circular en instituciones de educación superior a partir del reconocimiento de la brecha teórica en la literatura respecto a su articulación conceptual. Si bien la economía circular se ha estudiado desde perspectivas operativas y técnicas, su relación con las estrategias relacionales orientadas a los stakeholders ha recibido una atención limitada.Diseño/metodología: esta se presentó desde un enfoque cualitativo de carácter descriptivo, basado en una revisión estructurada de la literatura publicada entre 2010 y 2025 en Dialnet, Redalyc, Scielo, ScienceDirect y Scopus, en la que se analizaron los vínculos entre marketing relacional, sostenibilidad y consumo responsable.Resultados: el estudio propuso la articulación conceptual entre el marketing relacional y la economía circular, para comprender el rol de las estrategias relacionales en la construcción de una cultura de consumo responsable en los participantes de las comunidades académicas. Esta perspectiva extendió el enfoque que predomina en la literatura, al integrar dimensiones relacionales en la comprensión de la sostenibilidad universitaria.Conclusiones: la incorporación del marketing relacional en las estrategias de economía circular fortalece la transición hacia modelos institucionales que se soportan en la sostenibilidad e inciden en los procesos culturales y comportamentales de los participantes de las instituciones de educación superior.Originalidad: el estudio aporta un marco conceptual que redefine el papel del marketing relacional en la transición hacia modelos universitarios basados en los principios de la economía circular.es-ES
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dc.identifierhttps://revistas.itm.edu.co/index.php/revista-cea/article/view/3750
dc.identifier10.22430/24223182.3750
dc.languagespa
dc.languageeng
dc.publisherInstitución Universitaria ITMen-US
dc.relationhttps://revistas.itm.edu.co/index.php/revista-cea/article/view/3750/4078
dc.relationhttps://revistas.itm.edu.co/index.php/revista-cea/article/view/3750/4171
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dc.rightsCopyright (c) 2026 Jorge Uribe-Piedrahíta, Cristian David Romero Martínez, Rafael Salgado Pérez, Julio Alberto Montoyaen-US
dc.rightshttps://creativecommons.org/licenses/by-nc-sa/4.0en-US
dc.sourceRevista CEA; Vol. 12 No. 29 (2026); Art. e3750en-US
dc.sourceRevista CEA; Vol. 12 Núm. 29 (2026); Art. e3750es-ES
dc.source2422-3182
dc.source2390-0725
dc.subjectconsumo responsablees-ES
dc.subjecteconomía circulares-ES
dc.subjectinstituciones de educación superiores-ES
dc.subjectmarketing relacionales-ES
dc.subjectsostenibilidad universitariaes-ES
dc.subjectresponsible consumptionen-US
dc.subjectcircular economyen-US
dc.subjecthigher education institutionsen-US
dc.subjectrelationship marketingen-US
dc.subjectuniversity sustainabilityen-US
dc.titleRelationship Marketing and the Circular Economy in Higher Education Institutions: Toward a Relational Model for Responsible Consumptionen-US
dc.titleMarketing relacional y economía circular en instituciones de educación superior: hacia un modelo relacional para el consumo responsablees-ES
dc.typeinfo:eu-repo/semantics/article
dc.typeinfo:eu-repo/semantics/publishedVersion

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