European Journal of Studies in Management and Business

Nowadays, we live in a context of social and economic crises, declining in non‐renewable resources and environmental pollution. On the other hand, we can see the growing awareness of social responsibility, sustainability practice increasing and concern for the environment. But, to have success and develop sustainable processes, it is necessary that all involved actors contribute by working collaboratively in the supply chain. In this sense, it is important to understand what the consumers think about recyclable disposal waste in the supermarkets. In this way, this study aimed to verify the perception of the consumers from the city of Montreal in Canada to dispose of their recyclable waste in supermarkets in Montreal. Qualitative research was carried out and the data were collected through seven personal interviews with consumers from Montreal supermarkets, selected by convenience. As results, it was possible to identify consumers being aware of the importance of conscious disposal to reduce pollution in the environment, despite they don’t practice. They emphasize that supermarkets and grocery stores do not incentivize the recycling process. The results also show that, in general, consumers think that it’s not practical and convenient to dispose of their recyclable waste in the supermarket in Montreal. Finally, consumers agree that it will be positive if the supermarkets encourage their consumers to dispose of the recyclable waste by offering financial benefits. They also believe that this action could incentivize people to recycle more. These results are important for the sustainable development, for the establishment of strategies towards sustainability by the supermarkets. The supermarkets can develop sustainable practices working together with their consumers, promoting gains to supermarkets, consumers and the environment.