The green last mile: How does providing a sustainable delivery method affect purchase intentions in B2C ecommerce?
Master thesis
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Date
2020Metadata
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- Master of Science [1719]
Abstract
The thesis highlights an understanding of the green last mile, and how providing a
sustainable delivery method affect purchase intentions in B2C e-commerce. The
study examined consumers purchase intentions in different treatment conditions
where one group had the ability to choose a sustainable delivery method, the other
group did not. In addition, the groups were split into four, with only half of the
respondents having sustainable products in their shopping bags. Mediating effects
potentially explaining the relationship between sustainable delivery method and
purchase intentions analyzed was environmental consciousness, inconvenience,
anticipated guilt and perceived sense of responsibility, including a possible
moderator; sustainability level of products. Our thesis discovered that the ability to
choose a sustainable delivery method did not increase purchase intentions. To make
home deliveries more sustainable, it might be a necessity to create legislation
demanding this effort from online retailers, and not place the responsibility on the
end consumer.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2020