Achieving green firm reputation through green customer salience and reverse logistics practices

Purpose This study provides new insights into antecedents and outcomes of reverse logistics practices by examining green customer salience as the driver of reverse logistics practices and examining environmental performance and green firm reputation as the outcomes of reverse logistics practices. Design/methodology/approach A research model examining the proposed relationships was developed and tested using data from beverage manufacturers in Ghana. The model was analysed using partial least squares structural equation modelling. Findings This study confirmed that green customer salience drives reverse logistics practices. It was also revealed that reverse logistics directly enhances environmental performance, but not green firm reputation. Additionally, the effect of reverse logistics on green firm reputation was fully mediated through environmental performance. Originality/value To the best of the authors’ knowledge, no previous studies have empirically examined the relationship between green customer salience, reverse logistics, environmental performance and green firm reputation.