Creative Commons "Este é um artigo publicado em acesso aberto sob uma licença Creative commons (CC BY 3.0). Fonte: https://rae.fgv.br/sites/rae.fgv.br/files/artigos/10.1590_s0034-75902012000200004.pdf. Acesso em: 05 pot. 2021.DEMAJOROVIC, JacquesHUERTAS, Melby Karina ZunigaBOUERES, Juliana AlvesSILVA, Adilson Gonçalves daSOTANO, Aloisio Sousa2021-10-052021-10-052012-03-05DEMAJOROVIC, Jacques; HUERTAS, Melby Karina Zuniga; BOUERES, Juliana Alves; SILVA, Adilson Gonçalves da; SOTANO, Aloisio Sousa. Logística reversa; como as empresas comunicam o descarte de baterias e celulares?. RAE (Impresso), v. 52, n. 2, p. 165-178, 2012.0034-7590https://repositorio.fei.edu.br/handle/FEI/3363The 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.Acesso AbertoCommunicationReverse logisticSustainabilitySocial environmental riskCell phonesArtigo10.1590/S0034-75902012000200004