Factors and Attitudes Influencing the Implementation of Reverse Logistics (Recycling): The Case of Portuguese Consumers

Considering that many companies have begun to adopt reverse logistics (RL) as a strategy, consumer behavior has become a conditioning factor. The aim of this research is to identify the factors and attitudes that influence the consumer to practice RL, more specifically recycling. The investigation uses exploratory research through secondary sources and descriptive research using a questionnaire adapted from the investigation by Bezzina and Dimech (Manag Environ Qual Int J 22:463–485, 2011), among the Portuguese population over 18 years of age. In this study, a non-probabilistic convenience sampling method was chosen using the snowball sampling method. The data resulting from the study were analyzed using descriptive statistics and factor, cluster, and discriminant analysis. As results were identified four factors that influence the Portuguese consumer to perform RL: attitudes, norms, and personal recycling skills; inconvenience; satisfaction with the service provided; and knowledge on the subject. Three distinct consumer types were also identified: stimulable, disengaged, and ambassadors. The study contributes to understanding that ecological knowledge, financial incentives, purchasing advantages, and the complexity of carrying out RL (recycling) influence the consumer’s attitude toward returning waste.