Green growth in e-commerce : Environmental management and customer actions

Abstract

The global e-commerce industry has been experiencing rapid growth, especially post COVID-19 pandemic, which has significantly transformed market structures and consumer shopping behaviour. The waste generated and the plastic pollution due to e-commerce is increasing tremendously post pandemic. The surge in e-commerce has contributed to an alarming increase in packaging waste, aggravating the plastic pollution crisis. Research indicates that traditional in-store shopping can substantially reduce CO2 emissions highlighting the environmental impact of online shopping. In response to these challenges, many e-commerce companies are implementing green technologies and sustainable practices to mitigate environmental impacts. However, individual customers also play a crucial role in promoting sustainability in online shopping. By making informed choices, consumers can significantly reduce their carbon footprint and contribute to a more sustainable future. This research explores effective strategies for managing environmental impacts and integrating green technologies in e-commerce operations, emphasizing the collaborative efforts of companies and customers to achieve sustainability. The research reveals that though majority of customers are concerned about environment and sustainability; while shopping they aim to satisfy their immediate needs. Customers have shown willingness to opt for the strategies like concession on returning the packaging, discounted price for less packaging and bulk purchases in a single order if introduced and implemented effectively by e-commerce companies.