Consumers' influence on the greening of distribution – exploring the communication between logistics service providers, e-tailers and consumers

Purpose: This paper takes its starting point in the possibilities consumers have to influence the greening of distribution. It focuses on three key actors who can facilitate consumer influence, namely e-tailers, logistics service providers (LSPs) and the consumers themselves. The purpose is to illuminate consumers' possibilities to influence the greening of distribution by exploring the communication between LSPs, e-tailers and consumers. Design/methodology/approach: Website scans of the 40 largest Swedish e-tailers and ten LSPs were combined with interviews of three e-tailers and three LSPs. Findings: The findings suggest that consumers at present have limited possibilities to influence the greening of distribution. One reason for this is the limited communication between LSPs, e-tailers and consumers. A gap in communication arises because e-tailers determine how to promote distribution alternatives on their websites, while it is the LSPs who develop and offer green distribution services. Research limitations/implications: This paper provides a first step in our understanding of what is needed in order to facilitate green distribution decisions from e-consumers. Practical implications: E-tailers can gain an increased understanding of their important role as facilitators of environmentally sound decisions for consumers through their design of websites. This study also highlights the need for LSPs to support e-tailers in this work. Social implications: The study contributes to the societal striving towards zero greenhouse gas emission by focussing on decreasing environmental effects by using suitable logistics. Originality/value: In contrast with previous research into the environmental impact of e-commerce distribution, this study investigates the possibilities consumers have to influence green logistics within e-commerce.