A influência do canal de distribuição no processo decisório de compra de produtos remanufaturados em ambientes B2B: uma análise pelo conceito do triple bottom line (3BL)

Abstract

Remanufacturing auto parts is an important activity from the point of view of the triple bottom line (economic, social and environmental) because its components can be reuse and not only has to be sending to be recycled. This case study sought to identify the members of the distribution channel (remanufacturer, distributor and fleet owners) how they influence the willingness to pay in a B2B relation. In addition, regarding all members influences the other members of this distribution channel in making production, distribution and application decisions of alternators and starter motors remanufactured applied in urban and intercity buses. Studyinglocal governmental regulations in Brazil, it was not identified obligation regarding producers to collect alternators and starter motors at the end of their life cycle. This situation would help the manufacturer to develop a more efficient reverse logistics strategy, with higher product volume of remanufactured production and increased activity in volume within the factory and thus invest the market in a vision at the triple bottom line point of view, as well as a better vision of the product by environmentally sustainable point. The remanufacturer produce their products identifying this activity as a business opportunity in the same way that the product is distributed wholesale with the same vision for the distributor and applied in bus fleets as a more expensive product that the reconditioned or repaired in maintenance shops. However, this price is offseted by the benefit cost of quality of the remanufactured products. Despite efforts by the trade associations and remanufacturers, albeit timidly, the information from the point of view that remanufacturing is an environmentally and socially sustainable activity. Customers in the B2B relationship does not identify the remanufacturing activity in this way, leaving an opportunity for the remanufacturer to manifest and develop information tools for green marketing information regarding the pillars of sustainability, bringing the remanufacturer a competitive advantage in environmental awareness among the members of the distribution channel, as well as greater awareness in society. It is an opportunity to promote environmentally sustainable pillar vision for the fleet owners and society as a curriculum in the development of environmental awareness for future generations.