From waste to capital: Circular marketing in Central Asia (Kazakhstan, Uzbekistan) - a comparative institutional analysis with the experience of Turkey

Abstract

The purpose of the study is to conduct a comparative analysis of circular marketing practices in Central Asia (Kazakhstan and Uzbekistan) and Türkiye’s institutional and technological experience. The article is intended for researchers in economics, marketing, and environmental policy, as well as public authorities and business practitioners developing green branding strategies. The theoretical foundation of the study draws on institutional economics (Acemoglu & Robinson, 2012), innovation-based growth theory (Aghion & Howitt, 1992), and the concepts of the circular economy and green marketing (Kirchherr, Reike & Hekkert, 2017; Peattie & Crane, 2005).

Methods include the synthesis and systematization of data from reports published by the World Bank, GreenEdge, KPMG, and the OECD, as well as comparative institutional analysis.

Results demonstrate that the regulatory mechanisms established under Kazakhstan’s new Environmental Code are compatible with the communication and technological experience accumulated by Türkiye through its Zero Waste Programme. Türkiye’s experience is of practical relevance for promoting circular consumption, supporting environmentally responsible brands, and integrating waste management principles into marketing strategies. In addition, the study identifies promising areas for marketing technology transfer and institutional cooperation among Kazakhstan, Uzbekistan, and Türkiye.

Conclusions – circular marketing is one of the key drivers of the sustainable development of Central Asian markets. The study provides specific recommendations for developing regional eco-retail, strengthening green communications, and adapting Türkiye’s experience.