Os consumidores valorizam a coleta de embalagens recicláveis? Um estudo de caso da logística reversa em uma rede de hipermercados

The aim of this paper is to verify the role and relevance of recycled packaging Collection Centers as a factor of attracting customers to supermarkets. The analysis is based on a theoretical reference that has reverse logistics as a central concept. The literature affirms that reverse logistics are a result of the increasing concern of consumers about the environment, which, therefore, would tend to value organizations that were involved in recycling. To address these issues, research conducted on 105 customers from three of the retailer's hypermarkets was conducted in three capital cities (Rio de Janeiro/RJ, Sao Paulo/SP and Belo Horizonte/MG). Taking this into account, it was possible to point out that most of the retailer's customers in the Belo Horizonte and Sao Paulo stores are not aware of the existence of Collection Centers, unlike customers in the Rio de Janeiro store. Consequently, these Centers are not considered as an influence factor on the choice of the purchasing store. It is concluded that in order for the recycling incentive campaign to be broader and more efficient, it is necessary for the retailer and the recycling company to make a greater effort in advertising Collection Centers and in its customers' motivation towards the campaign. Thus, firms may have a sustainable competitive advantage by differentiating their company's image.