The　product　quality　or　the　product　reliability　is　bound　to　be　affected　by　the　pursuit　of　sustainable　supply　chain　strategy,　especially　the　restructure　and　operation　of　closed-loop　supply　chain　and　the　reverse　supply　chain.　This　paper　first　proposes　the　concept　of　product　effectiveness　which　builds　on　the　reliability　and　the　time-utility　value　of　product.　Then　based　on　mathematical　probability　theory　and　the　dynamic　characteristics　of　reverse　supply　chain　logistics,　this　paper　develops　models　which　enable　quantitative　description　of　the　endogenous　dynamic　mechanism　of　product　effectiveness　in　closed-loop　supply　chains.　We　further　explore　the　dynamic　characteristics　of　product　effectiveness　under　different　sustainable　procurement　strategies　and　provide　the　algorithm　models　of　product　effectiveness　sensitivity　to　components,　respectively.　Finally,　numerical　examples　are　presented.　©　2015　IEEE.