Abstract Book of the 2nd International Management Conference
Year: 2025
[PDF]
Integrating Reverse Logistics and Consumer-Centric Sales Models for Sustainable Value Chains
Khalil Bayramov, Sadi Huseynzade
ABSTRACT:
In the context of increasing environmental concerns and evolving consumer expectations, the integration of reverse logistics with consumer-centric sales models has been identified as a key strategy for developing sustainable and circular value chains. Reverse logistics
-encompassing processes such as returns, reuse, recycling, and end-of-life product management-has traditionally been treated as a cost-driven, operational function. However, its potential to generate environmental and economic value has gained recognition when aligned with marketing and customer engagement strategies.This paper presents a conceptual analysis of the integration between reverse logistics and consumer-focused business models. Insights were drawn from recent academic literature, industry practices, and case-based evidence. Emphasis was placed on identifying mechanisms through which reverse logistics can be embedded into the customer journey, enhancing sustainability without compromising market competitiveness.Practices such as transparent return policies, take-back programs, sustainability-focused branding, and digital traceability were explored as enablers of this integration. It was found that these strategies contribute to improved resource efficiency, increased customer loyalty, and a strengthened brand reputation.The study concludes that effective coordination between marketing and supply chain functions is essential for realizing the full potential of reverse logistics within sustainable business frameworks. The findings offer a foundation for further research and practical application in organizations seeking to align commercial success with environmental responsibility.
Keywords: consumer-centric sales model, customer engagement, green marketing, reverse logistics, sustainable supply chain