Abstract
In this paper we present research-in-progress regarding responsible innovation and integrated reverse logistics model. Reverse logistics model, in cohesion with other departments, such as Human Resources and Information Systems, produce an innovative service developed to increase efficiency in sustainability efforts and gain increased market value. Our research is focused on examining drivers of reverse logistics implementation, presenting ethical, legal and societal implications for stakeholders from a responsible innovation standpoint. Theory development, research method and preliminary activities are presented in the paper.