In regard to diffusion of GRL, the findings suggest that consumer perception of quality may hinder diffusion of some of these practices. According to Grawe's (2009) diffusion model, a firm chooses to adopt a logistics innovation only if it yields a competitive advantage. This study suggests that firms may hesitate to adopt reuse or remanufacturing because consumers may perceive that quality of these products are inferior to brand‐new products, which may reduce the firm's competitiveness. However, the results suggest no perceived difference in quality between products made with recycled materials and brand‐new products. Thus, the findings suggest that not all GRL activities are perceived as equal.