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Journals / Uluslararası Davranış, Sürdürülebilirlik ve Yönetim Dergisi / 2026 / Cilt: 13 Sayı: 24

Mapping Reverse Logistics Strategies of Turkish E-Commerce Firms: A Website-Based Analysis

Türkiye'deki E-Ticaret Firmalarının Tersine Lojistik Stratejilerinin Haritalandırılması: Web Sitesi Tabanlı Bir Analiz

Burçin Özdamar(IZMIR UNIVERSITY OF ECONOMICS, FACULTY OF BUSINESS ADMINISTRATION, DEPARTMENT OF LOGISTICS MANAGEMENT)0000-0003-0378-8043
Pages
27–38
Publication Date
2026-06-29
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Results show that while 87.5% of firms clearly explain return procedures, only 12.5% refer explicitly to reverse logistics or include environmental framing.

📌 3 Key Takeaways

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Objective & Hypothesis:Reverse logistics—including product returns, waste flows, and environmental practices—has become increasingly important in e-commerce, especially within Türkiye’s growing digital purchasing landscape.
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Key Findings & Data:Results show that while 87.5% of firms clearly explain return procedures, only 12.5% refer explicitly to reverse logistics or include environmental framing.
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Conclusion & Impact:The study offers an R-based framework for assessing digital reverse logistics visibility and emphasizes the need for stronger sustainability communication in corporate websites.
🔬Design:Araştırma Makalesi
📍Scope:Comprehensive Sample
⚙️Variables:Tersine lojistik · E-ticaret şeffaflığı · Sürdürülebilirlik iletişimi

Abstract

Reverse logistics—including product returns, waste flows, and environmental practices—has become increasingly important in e-commerce, especially within Türkiye’s growing digital purchasing landscape. Despite the growing importance of reverse logistics in e-commerce, limited research has examined how these practices are digitally communicated by firms in emerging markets like Türkiye. This study examines how major Turkish e-commerce companies communicate their reverse logistics processes through their websites, focusing on operational clarity and sustainability. A structured content analysis was conducted on eight leading firms, evaluated across five binary-coded criteria: return procedure clarity, mention of reverse logistics, return timeframes, environmental framing, and availability of return pickup points. Results show that while 87.5% of firms clearly explain return procedures, only 12.5% refer explicitly to reverse logistics or include environmental framing. Visualizations such as heatmaps and bar charts revealed transparency gaps. A Mann–Whitney U test compared local and multinational firms, showing no significant difference (U = 12.5, p = 0.231), although local firms averaged higher scores. The study offers an R-based framework for assessing digital reverse logistics visibility and emphasizes the need for stronger sustainability communication in corporate websites.

Özet

Tersine lojistik, ürün iadeleri, atık akışları ve çevresel uygulamaları kapsayan süreçleri içerir ve Türkiye’nin hızla büyüyen dijital pazarı düşünüldüğünde e-ticaret için stratejik önem kazanmaktadır. Tersine lojistiğin e-ticarette artan önemine rağmen, gelişmekte olan pazarlar gibi Türkiye’deki firmaların bu uygulamaları dijital ortamda nasıl ilettiklerine dair araştırmalar sınırlıdır. Bu çalışma, Türkiye'deki önde gelen e-ticaret firmalarının web siteleri aracılığıyla tersine lojistik uygulamalarını nasıl açıkladığını incelemektedir. Sekiz firma, iade süreci açıklığı, tersine lojistikten bahsedilme, iade süresi, çevresel çerçeveleme ve iade noktası sunumu gibi beş kritere göre analiz edilmiştir. Kriterler ikili olarak kodlanmış ve R Studio ile değerlendirilmiştir. Bulgular, firmaların %87,5’inin iade sürecini açıkça sunduğunu, ancak yalnızca %12,5’inin tersine lojistikten ve çevresel unsurlardan bahsettiğini göstermiştir. Görselleştirmeler şeffaflıkta uyumsuzluk olduğunu ortaya koymuştur. Mann–Whitney U testi, yerli firmaların ortalama puanı daha yüksek olsa da farkın anlamlı olmadığını göstermiştir. Çalışma, sürdürülebilirlik iletişimi için dijital alanda geliştirilebilir bir analiz çerçevesi sunmaktadır.

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Cite This Article

Özdamar, B. (2026). Mapping Reverse Logistics Strategies of Turkish E-Commerce Firms: A Website-Based Analysis. Uluslararası Davranış, Sürdürülebilirlik ve Yönetim Dergisi, Cilt: 13 Sayı: 24, 27–38. https://doi.org/10.71444/jobesam.1743069

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