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September 10, 2025Revista Ibero-Americana de Humanidades, Ciências e Educação

Sustainable Strategies, Digital Circular Economy, and Brand Purpose Reconfiguration in Retail

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Authors

MSMaria João SilvaASAlfonso Vargas Sánchez

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Overview

Conceptual model reveals how brand purpose enhances consumer trust in recommerce, suggesting brands can thrive by focusing on sustainability.

Key Points

  • Authentic brand purpose fosters consumer trust in the digital secondhand market, aiding legacy brands.
  • In a case study of IKEA, a genuine purpose increased dimensions of hedonic, social, and functional value.
  • The research proposes that purpose acts as a strategic mechanism to mitigate consumer distrust and enhance value.
  • Operationalizing brand purpose is essential for success in circular retail, highlighting leadership in sustainability.

Cite This Study

Silva et al. (2025) studied this question.

synapsesocial.com/papers/68c1a8fe54b1d3bfb60e1adehttps://doi.org/10.51891/rease.v11i8.20539
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  5. 5THE EVOLUTION OF CONSUMER VALUES AS A DRIVER OF BUSINESS MODEL TRANSFORMATION IN THE RETAIL SECTOR IN THE CONTEXT OF THE CIRCULAR ECONOMY2025