Marketing Barriers and Opportunities for Payments for Ecosystem Services in the Circular Economy: Evidence from Albania

Klea Nikolla; Etleva Muca (Dashi)

doi:10.37075/RP.2026.3.03

Authors

Assist. Prof. Klea Nikolla, PhD Student Faculty of Economy and Agribusiness, Agriculture University of Tirana (UBT) Author https://orcid.org/0009-0007-4407-0376
Prof. Dr Etleva Muca (Dashi) Department of Economy and Rural Development Policies, Faculty of Economy and Agribusiness, Agriculture University of Tirana (UBT) Author https://orcid.org/0000-0002-6524-8467

DOI:

https://doi.org/10.37075/RP.2026.3.03

Keywords:

Green marketing, Payments for Ecosystem Services (PES),, Circular economy, Willingness to Pay, Corporate social responsibility, Digital branding

M31, Q01, Q50

Abstract

PES programmes have become essential to sustainable land management within the circular economy. However, their potential remains underutilized due to low public awareness, unclear value propositions, and limited stakeholder engagement. This study examines the key marketing barriers to the adoption of Payments for Ecosystem Services (PES) and explores how communication and marketing strategies can improve stakeholder participation. A mixed-methods approach was used, combining a structured survey of 112 respondents from businesses, policymakers, NGOs, and consumers with 15 semi-structured interviews. The findings indicate that awareness varies significantly across stakeholders, with consumers showing the lowest levels of understanding and willingness to engage. The results suggest that digital marketing tools, eco-labels, and targeted communication strategies may help improve PES visibility and stakeholder engagement. The study offers practical insights for policymakers, businesses, and environmental organizations seeking to enhance PES implementation through more effective communication.

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