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The green last mile: How does providing a sustainable delivery method affect purchase intentions in B2C ecommerce?

Mathisen, Ida; Nordgarden, Liv Jorunn
Master thesis
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URI
https://hdl.handle.net/11250/2687668
Date
2020
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  • Master of Science [963]
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.
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Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2020
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Handelshøyskolen BI

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