CONSUMER PRESSURE FOR BETTER REVERSE LOGISTICS: CASE STUDY IN VIETNAM

Abstract

Consumer behaviour of pressuring firms for better reverse logistics can be categorised as consumer activism that belongs to pro-environmental behaviour. The consumer behaviour of activism, along with purchase choice, product use and post-use, household management, and collective, refers to some extent of environment-related motivation. The first research question in this study sought to determine the intention of consumer pressure behaviour in the light of one of the most influential psychological theories, the TPB. Besides, this paper highlights the importance of the direct and indirect effects of moral norms, past behaviour, and self-identity on consumers’ intention to engage in pressuring activities.