Sustainable reverse logistics on B2C platforms for the circular economy : strategies, consumer engagement, and challenges

Abstract

Waste generation in the world is growing along with the acceleration of consumption. Currently, over 90 percent of mined and used materials are wasted, and only around 8.6 percent are going back to the economy through circular systems. In this regard, Business-to-Consumer (B2C) platforms play a decisive role and bear a responsibility in enhancing circularity globally by building resilient and sustaining reverse logistics systems to assure efficient returns, reuse, or recycling of materials. This thesis investigates the role of sustainable reverse logistics (SRL) on B2C platforms in advancing Circular Economy objectives. Through a qualitative case study of a leading Finnish electronics retailer, this research examines how SRL systems contribute to circular economy principles, identifies implementation challenges, and explores consumer engagement strategies. The study employs documents analysis (sustainability reports, annual reports, website) of the case company, along with semi-structured interviews with 15 participants from four stakeholder groups. The findings reveal that SRL systems on B2C platforms contribute to circular economy objectives through five key mechanisms: resource recovery, product life extension, circular business model development, environmental impact reduction, and stakeholder value creation. However, these systems face significant challenges including technical complexity, economic barriers, technological limitations, regulatory constraints, and infrastructure inadequacies. The research identifies effective strategies for addressing these challenges, including collaborative investments, phased implementation approaches, integrated information systems, and specialized capability development. Consumer engagement emerges as a critical factor in SRL effectiveness, influenced by monetary incentives, convenience factors, educational initiatives, and trust-building mechanisms. The study demonstrates that effective consumer engagement creates a virtuous cycle that improves operational and environmental outcomes while enhancing brand perception and customer loyalty.