Designing logistics processes to support sustainable business-to-consumer rental models

Purpose This research explores logistics challenges and opportunities in circular business-to-consumer (B2C) rental models to develop new theory on how rental companies and their partners can co-create sustainable outcomes via new logistics processes. Design/methodology/approach We employed a design science research approach consisting of field tests, interviews and active researcher participation. Data were collected from managers and employees at rental companies and logistics service providers, as well as from customers and other stakeholders. Findings This research proposes a framework that explains and classifies four critical logistics processes to consider when designing and executing logistics in support of consumer rental models. Research limitations/implications This research is limited by the nature of the chosen methodology, which might not generalize beyond B2C rental models. Future research should validate and assess the reliability of the proposed framework in additional contexts. Practical implications Logistics and supply chain managers can utilize the proposed framework to inform the development and management of circular and sustainable business concepts. Originality/value This research develops a framework for further logistics theory development to inform sustainable, circular B2C rental models. We provide empirical evidence specifying how organizations can increase value derived from finite resources.