Reverse Logistics and Marketing as Tools for Sustainability

Abstract

The 2030 Agenda calls for a series of actions to increase prosperity while protecting the planet. Companies can drive sustainable development by fostering cooperation between actors in the business and social ecosystem under a new approach in which reverse logistics represents a marketing mix strategy with great potential to promote sustainability. Based on a documentary methodology, and through secondary exploratory research, the aim of this chapter was to investigate the importance of reverse logistics for the development of new circular business models and the joint potential of reverse logistics and marketing in the complex web of business activity. From the literature review, the importance of reverse logistics for the development of new business models, the necessary consumer involvement for the successful implementation of these new business models, and the potential of marketing to develop strategies focused on fostering a sustainable consumer response. Therefore, reverse logistics and marketing intersect in a common space: they both are tools to achieve sustainability.