文章基本信息

标题：Logística reversa: como as empresas comunicam o descarte de baterias e celulares?
本地全文：下载
作者：Jacques Demajorovic ; Melby Karina Zuniga Huertas ; Juliana Alves Boueres 等
期刊名称：RAE - Revista de Administração de Empresas
印刷版ISSN：2178-938X
出版年度：2012
卷号：52
期号：2
页码：165-178
语种：Portuguese
出版社：RAE - Revista de Administração de Empresas
摘要：The Law 12305 requires cell phones manufacturers to organize Reverse Logistics programs and comunicatte customers on how to handle pos-consumption appliances. The objective of this research was to analyse, based on the principles of Integrated Marketing Communication, Reverse Logistics Programs communication at mobile phones manufacturers operating in Brazil. Therefore, a resesarch was conducted from a consumer perspective, focused on information available to consumers in different communication channels. Results show that the companies surveyed are not aligned with current legislation. None of the Reverse Logistics programs effectively communicate consumers in order to estimulate their participation in the reverse flow of post-consumption products. The research also revealed a mismatch between behavioral intention and behavior of consumers increased by the communication deficiencies identified here.
其他摘要：The Law 12305 requires cell phones manufacturers to organize Reverse Logistics programs and comunicatte customers on how to handle pos-consumption appliances. The objective of this research was to analyse, based on the principles of Integrated Marketing Communication, Reverse Logistics Programs communication at mobile phones manufacturers operating in Brazil. Therefore, a resesarch was conducted from a consumer perspective, focused on information available to consumers in different communication channels. Results show that the companies surveyed are not aligned with current legislation. None of the Reverse Logistics programs effectively communicate consumers in order to estimulate their participation in the reverse flow of post-consumption products. The research also revealed a mismatch between behavioral intention and behavior of consumers increased by the communication deficiencies identified here.
关键词：Communication;reverse logistic;sustainability;social environmental risk e cell phones;Comunicación;logística reversa;sostenibilidad;riesgo socioambiental;celulares;Comunicação;logística reversa;sustentabilidade;risco socioambiental;celulares
其他关键词：Communication; reverse logistic; sustainability; social environmental risk e cell phones