Sustainability strategies and reverse logistics management: A contingent link

Proactive corporate social responsibility has been increasingly considered a critical predictor of eco-innovation, and yet central issues related to such activities remain ambiguous. This study focuses on proactive environmental strategies and draws on perspectives from transaction cost and contingency theories to argue the relationship between proactive environmental strategies and reverse logistics management. We adopt three moderating factors-market demand pull, regulation, and technology push-that strengthen the positive effect of proactive environmental strategies on reverse logistics management. We use practical evidence from Taiwan and present a holistic framework that encompasses sustainable strategies, external factors, and eco-innovation (reverse logistics).