The different roles of a brand for purchasing reused materials in B2B

Abstract: There is a growing trend of circular economy within the B2B sector and limited research has been conducted regarding the role of the brand in this setting. This paper focuses on purchasing experiences of reused materials in the construction industry. With the use of a case study, including qualitative interviews with the chain of actors of the construction company Brukspecialisten AB, this research highlights the different roles that a brand can have for purchasing reused materials. Based on the study, three key roles of a brand are found to be beneficial: the consultative feature, coupling of internal values and brand reputation. Through previous literature and our findings, we propose a new theoretical framework called ‘circular branding’. Finally, managerial implications and future research are recommended.