From cart to door: Unravelling consumer behaviour through attitudinal sustainability profiles

Abstract

In the evolving landscape of the retail industry, e-commerce has reshaped consumer behaviour, including the last mile delivery. Despite consumers typically having the final say when it comes to delivery requirements, research on last mile deliveries frequently overlooks consumer behaviour. Addressing this gap, this study explores consumer attitudes towards sustainability in last mile deliveries and assesses their impact on behavior and travel patterns. Utilizing an online survey of 2105 e-consumers, four distinct attitudinal profiles are identified —positive, neutral (due to knowledge or interest gaps), and negative attitude, shedding light on parcel weight preferences and travel patterns. The study uncovers a green attitude-behavior gap, emphasizing the need for interventions that bridge intention and action. By unraveling these complexities, this research contributes essential insights for retailers and researchers, guiding the development of targeted strategies to promote sustainable practices in the evolving landscape of e-commerce.