Purpose The purpose of this paper is to investigate reverse supply chain (RSC) practices and their obstacles using case studies of Moroccan companies. The authors present the main findings of case studies’ analysis along with a discussion of an RSC framework for further directions of research. Design/methodology/approach A qualitative approach was adopted and semi-structured interviews with Moroccan companies were conducted using an interview guide. Findings The authors present an RSC model that encompasses remanufacturing, refurbishing and disposal processes. The authors believe that this model would constitute a promising framework for further research. The findings show that the successful implementation of RSC depends on many factors, but the company’s attitude (proactive or conservative) is one of the most critical determinants in RSC initiatives. Furthermore, the results of the case studies indicate two types of inhibitors: external and internal. These findings confirm the results of previous research on environmental sustainability obstacles in general and RSC obstacles in particular. Research limitations/implications This study has some limitations that provide future research opportunities. Because this study is qualitative, further statistical support is needed to justify wider generalisation of its findings. Further studies might therefore investigate RSC practices in developing countries other than Morocco to increase the external validity of the results. Practical implications The findings can help firms to gain better understanding of their RSC and particularly the link between forward and RSCs. Consequently, companies can upgrade their business models to better control their RSC activities. Originality/value The relevant literature about RSC practices has mainly targeted manufacturing sectors in developed countries, and few studies have been conducted on developing countries. Research on RSC practices in developing countries in general and African countries in particular is sparse. This is one of the first articles written to address this gap by investigating RSC practices in Morocco.