ABSTRACT Organisations increasingly frame the circular economy as part of their corporate social responsibility (CSR) strategies, yet the meaning of circularity remains fluid and contested. While prior research has emphasised the technical and operational dimensions of circular economy practices, less is known about how organisations use circularity narratives to manage identity and legitimacy in sustainability transitions. This article develops a conceptual framework that theorises circular economy narratives as strategic CSR resources and explains how organisations mobilise authentic, strategic, and defensive narratives in response to stakeholder expectations and institutional pressures. Drawing on illustrative secondary material from the energy, fashion, and packaging sectors, the framework shows how different narrative approaches are associated with distinct legitimacy outcomes and greenwashing risks. By linking circular economy narratives to CSR strategy, organisational identity, and legitimacy management, this article contributes to research on CSR and environmental management and provides a foundation for future empirical research on CSR communication, legitimacy management, and environmental governance.
Natália Teixeira (Tue,) studied this question.