LOGíSTICA REVERSA: COMO AS EMPRESAS COMUNICAM O DESCARTE DE BATERIAS E CELULARES?/REVERSE LOGISTICS: HOW DO COMPANIES REPORT THE DISPOSAL OF BATTERIES AND CELL PHONES ?/LOGÍSTICA REVERSA: ¿CÓMO LAS EMPRESAS COMUNICAN EL DESCARTE DE BATER ÍAS Y CELULARES?

The Law 12305 requires cell phones manufacturers to organize Reverse Logistics programs and comunicatte customers on how to handle pos-consumption appliances. The objective of this research was to analyse, based on the principles of Integrated Marketing Communication, Reverse Logistics Programs communication at mobile phones manufacturers operating in Brazil. Therefore, a resesarch was conducted from a consumer perspective, focused on information available to consumers in different communication channels. Results show that the companies surveyed are not aligned with current legislation. None of the Reverse Logistics programs effectively communicate consumers in order to estimulate their participation in the reverse flow of post-consumption products. The research also revealed a mismatch between behavioral intention and behavior of consumers increased by the communication deficiencies identified here. [PUBLICATION ABSTRACT] Reprinted by permission of the Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo ©PGV-EAESP/RAE www.fgvsp.br.rae