The Reverse Logistics From the Perspective Production-Market-Consumption: A Case O Boticário

Abstract

In recent years, sustainable development emerges as an alternative paradigm for the continuity of human action and meets the needs of current and future generations through economic growth in harmony with social and environmental aspects. From this perspective, it is understood that governments, consumers and businesses to encourage, foster and implement socio-environmentally correct practices. This study shows the reverse logistics as a tool that can be used by the company in order to reduce the impacts and achieve sustainable development. The research aims to analyze the reverse logistics process of post-consumer company O Boticário. For this, the qualitative research conducted in the form of a case study is based on an adaptation of the framework presented by Tukker et al. (2008), which involves three interrelated systems: production, marketing and consumption. Data collection was conducted through interviews with consumers of the focal firm, with employees of companies involved in the process, and with employees of competitor. Note that the reverse logistics analysis program needs to be better communicated, to expand the participation of the consumer. This in turn demonstrates interest in the program and the government through the National Solid Waste Policy stipulates the implementation of logistics systems, although not yet verified the use of incentives.