ABSTRACT
In this chapter, we explore what it means to conceptualise and create sustainable markets and the implications of the making of sustainable markets for the circular economy. In so doing, we consider extant market study research that seeks to explain how collectives are mobilised into generating new conceptualisations of concerned markets (Fernandes et al., 2019; Geiger et al., 2014; Mason et al., 2017), where market action needs to be changed to make a market work well for society and for the environment. We also draw on the notion of moral markets, that is, how markets that adopt certain forms of market action become understood as valuable in their own right. We see this as central to understanding how circular economies are created. We see moral markets as revealing something of the value of anarchistic actions, of concerned entrepreneurs and intrapreneurs that aim to bring about such change.
