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Proactive distribution intention of recycled products: downstream perspectives of circular supply chain

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  • Yudi Fernando

Abstract

Content digitalisation has been utilised to promote recycled products, and the manufacturing firm needs to continuously monitor the effectiveness of its brand equity on the e-commerce platform. This paper investigates the relationship between content marketing, recycled product brand equity, and proactive distribution intention of recycled products. The data were collected from the downstream perspectives, which surveyed the retailers. The result found that content marketing and brand equity are significantly related to retailers' proactive distribution intention. In addition, recycled products need to employ virtual influencers to improve recycled brand awareness. This study has incorporated the downstream perspectives to understand the effectiveness of circular supply chain implementation. This study suggests that manufacturing firms and retailers that produce and distribute recycled products need to maintain product quality innovation and consistently promote environmental awareness to the buyers.

Suggested Citation

  • Yudi Fernando, 2026. "Proactive distribution intention of recycled products: downstream perspectives of circular supply chain," International Journal of Logistics Systems and Management, Inderscience Enterprises Ltd, vol. 54(4), pages 437-452.
    • Handle: RePEc:ids:ijlsma:v:54:y:2026:i:4:p:437-452
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