Аннотация
The relevance of the study is determined by the need to transform the linear model of production and consumption amid increasing pressure on natural resources, rising waste generation, and tightening environmental requirements for business activities. Unlike the traditional approach, which treats recycling as the final stage of waste management, the circular economy aims to preserve the economic value of products, components, and materials for as long as possible. The purpose of the study is to substantiate the role of sustainable consumption marketing mechanisms in the development of the circular economy and to develop an integrated model of interaction among producers, consumers, recycling organisations, and the state within a closed-loop resource cycle. The methodological framework of the study is based on systemic and institutional approaches, comparative analysis, content analysis of scientific publications and regulatory documents, structural and logical analysis, and conceptual modelling. As a result, the authors propose the Circular Marketing Loop model, which integrates eco-design of products, a circular value proposition, the formation of sustainable consumer choices, responsible use, return systems, reuse and recycling, and the reintegration of secondary resources into production. It is argued that the marketing mechanism of the circular economy should influence not only consumers’ intention to purchase environmentally friendly products but also their post-purchase behaviour. Five key factors of circular consumer behaviour are identified: environmental awareness, trust, economic motivation, infrastructure convenience, and engagement. The practical significance of the research results lies in the possibility of applying the proposed model by enterprises, recycling operators, and public authorities to develop reverse logistics systems, promote products made from secondary materials, and stimulate sustainable consumption in Kazakhstan.