Implementation and Impact of IKEA Furniture Recycling Plan: A Comprehensive Case Analysis Based on Circular Economy and Green Marketing

Purpose - The circular economy is now a crucial approach for advancing sustainable development. At the same time, green marketing, as a core strategy of enterprises in the process of sustainable development, has significant value in maintaining brand image by fostering consumer trust and loyalty, while also enhancing market competitiveness by differentiating products and appealing to environmentally conscious customers. This study aims to discuss the implementation, effectiveness, and influence of the IKEA furniture recycling plan from the dual perspectives of circular economy and green marketing and provide valuable insights for the academic community and industry. Design/Methodology/Approach - This paper comprehensively uses literature review, case analysis, and other research methods to systematically analyze the key practices and results of IKEA in recycling strategy and green marketing. It and integrates circular economy theory to examine its practical application and deeper impact in conjunction with green marketing theory. Findings - The research shows that through effective supply chain integration, marketing communication, and consumer incentives, IKEA’s furniture recycling plan has significantly improved resource utilization efficiency, strengthened the brand’s green image, and, to a certain extent, influenced consumers' cognition and behavior regarding recycling and reuse. Research Implications - For enterprises, it is necessary to deeply integrate the concept of circular economy with green marketing strategy and improve the recycling system and consumer education mechanisms. For the academic community, governments, and society, it is vital to explore and improve various incentive policies and support mechanisms, providing a more mature system and cultural environment for the sustainable development of circular economy and green marketing.