Customer Intention Towards Reverse Logistics of Polyethylene Terephthalate (PET) Bottles in the Beverage Industry of Pakistan

The aim of this research is to examine the Polyethylene terephthalate (PET) bottle exchange attitude and intention with the help of value belief norm theory in Karachi Pakistan. The main focus of the study is to report the empirical relationship among the antecedents of customer attitude and intention. This study follows the cross-sectional research design to conduct survey based on self-administered questionnaire. Using the cluster sampling followed by convenient sampling techniques, responses are collected from 400 respondents of district east in Karachi who are affiliated with diverse education, income and age group. The findings reported that value belief norm theory is successful in explaining the customer attitude regarding PET bottle exchange. This theory proves that PET bottles exchange attitude in individuals developed only when certain values, beliefs and personal norms are present. Further, the PET bottles exchange attitude explained significant variance for predicting customer PET bottle exchange intention. Moreover, the relationship between PET bottles exchange attitude is moderated by consumer knowledge and neutralization technique. Most of the research focused the operation and manufacturing side of supply chain. The customers are the key players in the supply chain especially in the reverse logistics. This study aimed to focus the role of customers in the reverse logistics of PET bottles in beverage industry of Pakistan with the Psychological parameters. The study identifies the need for policymakers and supply chain managers to actively advocate the environmental messages in their promotional campaigns in order to offset the effect of customer neutralization and enhance the customer knowledge regarding environmental friendly behavior.