ABSTRACT
The success of a reverse/closed-loop supply chain program is heavily dependent on the level of public participation (in the program), which in turn is shouldered by the marketing strategy of that program. Hence, evaluating the marketing strategy of a reverse/closed-loop supply chain program is equivalent to evaluating how well the strategy is driving the public to participate in the program. Studies (for example, see [1] and [2]) are conducted in numerous cities around the world in order to assess the level of participation of the public in the respective reverse/closed-loop supply chain programs. The officials of each program painstakingly approach many homes in the respective city with questions regarding how convenient the program is to the public and how the program can be improved. Although the drivers for governments and companies to implement these programs and evaluate the programs’ marketing strategies are environmental consciousness and profitability, respectively, the drivers for the public to participate in the programs are numerous and often conflicting with each other (for example, the more regularly a reverse/closed-loop supply chain program offers to collect used products from consumers, the higher the taxes the consumers will have to pay; high regularity of collection and low tax levied on the consumers are conflicting drivers here).
