Chapter 11: Consumers’ role in the green supply chain
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A green supply chain is a whole-life closed-loop supply chain that encompasses the product’s 5Rs (reduce, reuse, recycle, reclamation, and remanufacturing). Consumers play a significant role in this chain; for instance, by deciding the extent that they will recycle or reuse a product. First, the chapter describes the consumer purchase decision-making process in the context of the green supply chain. Second, the authorsdiscuss consumers’ knowledge and attitudes toward the green supply chain. Third, they detail where the consumer encounters the green supply chain. They close with a discussion of recommended future research ideas to address the gap between consumer attitudes toward the environment and actual purchasing behavior.

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