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

Authors: Yudi Fernando

Addresses: Management Department, BINUS Online Learning, Bina Nusantara University, 11530, Indonesia; Faculty of Industrial Management, Universiti Malaysia Pahang Al-Sultan Abdullah (UMPSA), 26300, Pahang, Malaysia

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.

Keywords: circular supply chain; downstream; proactive distribution intention; green marketing; virtual influencer marketing; brand equity.

DOI: 10.1504/IJLSM.2026.155666

International Journal of Logistics Systems and Management, 2026 Vol.54 No.4, pp.437 - 452

Received: 02 Jan 2024
Accepted: 08 Jan 2024
Published online: 10 Aug 2026 *

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