Appraisal of Driving Forces in the Reverse Distribution Channel in the Slovak Republic

Abstract

The opinions emphasizing the need of so called reverse distribution and reverse logistics appeared in academic literature on marketing already in the 1970s. They dealt with a systematic move of waste generated in the distribution channel for the purpose of its transformation to usable materials. Changes in the material flows in distribution channels therefore represent both a challenge and an opportunity for managers in association with a change in the concept of rational marketing management. The motivation of customers is of special importance in such an approach, as they need to be sufficiently motivated in order to understand their role of “producers”, and, accordingly, to behave actively, as customers are the driving force in reverse distribution channels. The implementation methods associated with the reverse distribution concept include the activities of retailers, or other members of the distribution channel, for instance the take-back of recyclable materials. Therefore, the perception and assessment of preparedness of ultimate customers for their tasks in the processes of such a distribution in the Slovak Republic (on the grounds of a research with the participation of a representative sample size of 1,820 respondents) are dealt with in the paper. Based on a secondary data analysis, the preparedness of retail institutions for the reverse distribution concept is assessed. The outcome of the paper is a confrontation of the perspectives of two (most significant) entities involved in the reverse distribution channel.