The discipline of marketing has been discussing the theme of sustainability since the 1970s, in a debate that becomes increasingly relevant to society as consumption patterns prove unsustainable in light of the need to conserve natural resources. With its popularization, the discourse on sustainability incorporates social aspects and focuses on how to ensure quality of life for all without exceeding the planet s environmental limits. The discipline of macromarketing, with its systemic approach, examines phenomena from the perspective of micro-interactions and, simultaneously, how these actions fit into macro social structures, proving to be more appropriate for understanding complex phenomena. Using a provisioning systems approach, this study aims to understand how marketing practices can influence more sustainable consumption patterns. In the context of reverse logistics, a multiple case study was conducted, interviewing experts and sustainability and marketing executives from four major companies. This work contributes to the discussion on provisioning systems by exposing complexities not yet addressed in the literature, thereby broadening the understanding of the functioning of provisioning systems. The analysis of the marketing practices of four major companies from different sectors contributes to a better understanding of best practices and obstacles for greater integration between marketing practices and companies sustainability goals, detailing operational aspects that are crucial for this integration and that are seldom addressed in the literature.