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Recycling Solid Wastes: A Channels-of-distribution Problem

William G. Zikmund, William J. Stanton

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The recycling of solid wastes is a major ecological goal. Although recycling is technologically feasible, reversing the flow of materials in the channels of distribution — marketing trash through a “backward” channel — presents a challenge. Existing backward channels are primitive, and financial incentives are inadequate. The consumer must be motivated to undergo a role change and become a producer — the initiating force in the reverse distribution process.