Making online shopping greener through sustainable delivery choices

The surge of e-commerce has reshaped urban logistics, increasing parcel volumes and contributing to congestion in cities. Two Initiatives - CodeZERO and GreenTurn - are exploring how online shopping can become more sustainable by encouraging consumers to choose low-emission delivery options. Their research examines what influences consumer choices at checkout and which sustainability messages are most effective in motivating environmentally conscious behaviour, with the ultimate goal of reducing emissions and resource use in urban delivery.

CodeZERO’s study, involving 10,000 shoppers across multiple countries, found that price is the dominant factor in delivery choice, followed by ethical considerations and delivery location. Speed, tracking and packaging ranked lower in importance. The study identified four consumer segments - price-sensitive, home-delivery focused, service-oriented, and sustainability-driven - each displaying distinct preferences for green delivery. Scenario testing revealed that only sustainability-driven shoppers are consistently willing to pay more for greener options, while others need price or convenience advantages to switch.

GreenTurn’s complementary analysis, based on 5,000 consumers, analysed which communication strategies most effectively encourage greener choices. Messages that emphasise local environmental benefits and relatable analogies – such as reduced congestion or cleaner air – proved more persuasive than abstract statistics like percentage reductions in CO₂ emissions. 

Both projects also identified common barriers, including knowledge gaps, concerns about greenwashing, and logistical constraints. The studies recommend clear, locally relevant messaging with competitively priced green options, alongside public-sector support for urban consolidation hubs and policy incentives for sustainable logistics.

Author: Carla Giaume

Views and opinions expressed are those of the author(s) and do not reflect those of the European Commission.