Extended TPB model to understand consumer ‘selling’ behaviour: Implications for reverse supply chain design of mobile phones

Purpose
Many academic studies on reverse supply chain management have emphasised on the development of conceptual and operational models for managing returns and extracting value, but have largely ignored the consumer selling behaviour, the starting point of a reverse supply chain. The purpose of this paper is to consider a twofold perspective to understand and analyse the reverse supply chain design of mobile phone in Delhi NCR: first, motivation and intentions of consumer selling their mobile phones and second, the returns management process through the organised and informal channels.

Design/methodology/approach
It first utilises a survey methodology and the theory of planned behaviour (TPB) model to understand and analyse the consumers’ intentions to recycle and then employs an in-depth interview methodology to derive qualitative insights needed to plot the reverse supply chain design.

Findings
In an extended TPB model, attitude, mediated by a “sense of duty” and perceived control, has a strong influence on the recycling behaviour than subjective norms and benefits. The qualitative insights draw attention to the design, configuration and management of informal and organised recycling channels that differ significantly, but remain relevant and coexist, especially in the context of emerging economies.

Research limitations/implications
It proposes an extended TPB model to understand consumer selling behaviour that can help the companies to plan and handle their demand-supply mechanisms in the reverse supply chain.

Social implications
This study calls for a proactive intervention by the Indian Government and other key stakeholders to regulate and streamline electrical and electronics waste management in India.

Originality/value
This research is positioned at the interface of logistics and marketing to understand and create a sustainable reverse supply chain design for high-value products.