The power of nudging : how adaptations in reverse logistics systems can improve end-consumer recycling behavior

Purpose: Research shows a recycling behavior gap where end consumers are positive towards recycling but do not act in accordance with their intentions. Such a gap creates challenges for reverse logistics systems. The purpose of this paper is to investigate how adaptations in reverse logistics systems towards end consumers-turned-suppliers can improve recycling behavior. Design/methodology/approach: A framework with three propositions is developed and evaluated empirically using a two-group dependent post-test quasi-experimental design. The empirical setting is recycling of household waste. Three interventions are evaluated as: (1) the social norms nudge, (2) the distance nudge and (3) the availability nudge. Findings: The results show that nudging improved recycling action behavior for the experimental group. Control group behavior remained constant. Research limitations/implications: This paper suggests that the end-consumer’s role as suppliers needs to be included more actively into reverse logistics systems for products to enter the preferred loops of recycling in the circular economy. Originality/value: A new field of climate psychology is used to explain challenges in reverse logistics systems and nudging is demonstrated as a tool with which to deal with them. The study also shows how quasi-experiments can be applied in logistics research.