“…The link between sustainability and CE is highlighted by some authors in order to achieve SDG 12 (Nikolaou and Tsagarakis, 2021). Businesses are called to integrate these aspects and tend to show it in the firm mission statements (Tsironis et al, 2023) and their competitiveness could be based on two practices: premium and sustainable certification (Appolloni et al, 2022). Organizational strategies and innovation models play a key role in this transition (Bocken et al, 2022).…”