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To Green or Not to Green: The E-Commerce-Delivery Question

Author

Listed:
  • Rafael Villa

    (School of Technology and Science, Camilo José Cela University, 28692 Madrid, Spain)

  • Marta Serrano

    (School of Technology and Science, Camilo José Cela University, 28692 Madrid, Spain)

  • Tomás García

    (School of Technology and Science, Camilo José Cela University, 28692 Madrid, Spain)

  • Gema González

    (School of Technology and Science, Camilo José Cela University, 28692 Madrid, Spain)

Abstract

In an era in which e-commerce has become an integral facet of our lives, the delivery process has evolved into a vital part of online shopping. As the sole tangible interaction in an otherwise digital undertaking, it forms a decisive aspect of consumers’ e-commerce experience. In the face of the ever-growing prevalence of e-commerce, the ecological footprint left by delivery practices has emerged as a pressing concern. This focus is attributed not only to the environmental externalities resulting from e-commerce delivery but also due to the system’s inherent inefficiencies. As the primary beneficiaries of e-commerce, consumers form a pivotal force in driving sustainable delivery initiatives. This study embarks on an exploration of consumers’ attitudes toward environmentally friendly e-commerce-delivery practices. We aim to investigate whether consumers are willing to bear additional costs for assured green deliveries and identify which sustainable practices they perceive as most effective. A survey was conducted among e-commerce users to show their readiness to incur higher costs for green delivery and accept delayed deliveries if they supported sustainability. However, our findings reveal a conflicting scenario. While consumers display a readiness to opt for green deliveries, the price and speed of delivery emerged as more critical considerations. This study also uncovers significant discrepancies in attitudes towards green delivery based on demographic factors, such as gender and generation. Utilizing multivariate logistic regression, the study outlines the main factors that predict a willingness to pay for guaranteed green delivery. This study’s findings stress the need to balance the drive for speed and cost-effectiveness in e-commerce delivery with the urgency to adopt sustainable practices. It underscores the necessity for e-commerce platforms and logistics partners to take the lead in crafting and implementing innovative green delivery solutions while educating and incentivizing consumers to choose sustainable delivery options.

Suggested Citation

  • Rafael Villa & Marta Serrano & Tomás García & Gema González, 2023. "To Green or Not to Green: The E-Commerce-Delivery Question," Sustainability, MDPI, vol. 15(16), pages 1-21, August.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:16:p:12161-:d:1213436
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    1. Shaema Ali Abdullah Al-Olfi & Yanan Song & Yazeed Mohammed Al-Hajj, 2026. "The Impact of Sustainable Supply Chain Strategies on E-Commerce Consumer Purchasing Behavior: Considering the Moderating Effect of Big Data Analytics," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 17(1), pages 364-399, February.
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    3. Biancolin, Marta & Rotaris, Lucia & Pernot, Delphine, 2025. "Willingness to pay for sustainable delivery: Evidence from young consumers in Italy and Norway," Transportation Research Part A: Policy and Practice, Elsevier, vol. 199(C).

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