The impact of reverse logistics onto green supply chain competitiveness evidence from Serbian consumers

Purpose The purpose of this paper is to explain what determines the influence of reverse logistics onto green supply chain competitiveness and to find out if that influence is always uniform. Design/methodology/approach The paper contains an empirical research conducted using a survey-based study, which encompassed a sample size of 228 participants and final consumers that have experience in buying/using products derived from the reverse logistics process. Findings The results indicate that the influence of reverse logistics onto green supply chain competitiveness is dependent on the product return option and is mainly negative with Serbian consumers, since the perceived quality of each of the three return options is considered to be inferior compared to new products. Practical implication - The study's empirical results show the there is a generally negative perception among consumers regarding the perceived quality of each of the three product return options, thus directly questioning the general justification of using reverse logistics in Serbian business practice. That is a sign for Serbian managers to enhance their efforts to raise future awareness of the green initiatives importance among business partners, but also final consumers. Originality/value The study`s contribution is twofold: first, it helps to additionally test the established and known methodology created by Hazen et al. (2011), thus contributing to the practical dimension of international comparability concerning consumer perceptions. Second, the study adds to research by addressing the gap in practical surveys regarding the reverse logistics practices.