Do relationships matter? The effect of relational transparency on consumers' willingness to participate in take-back programs

• In Event: SUSTAINABILITY and CORPORATE SOCIAL RESPONSIBILITY: Sustainability and Societal Considerations in Supply Chain Management

Abstract

Firms are increasingly implementing resale into their business models– a circular business practice. Despite the growth in resale, brands have yet to develop effective ‘take-back’ initiatives, largely due to low consumer participation. A retailer`s disclosure of information about its supply chain practices has proven effective in shaping consumer responses. We investigate the role of transparency as an exchange mechanism through the lens of Social Exchange Theory within take-back programs. Through a series of scenario-based experiments, within the context of an apparel closed-loop supply chain, our findings suggest that personal exchange orientations moderate the relationship between relational transparency and return intentions.

Authors

• Zoe Schumm, Penn State Behrend

• Nadja Vorontsova, University of Tennessee Knoxville

• Benedetta Baldi, University of Verona