The research reported in this paper examines the buying behaviour of shippers in France in respect of their purchasing of logistics services, and in particular their attitudes towards purchasing more ecologically sound services. We have conducted empirical measurements of the gap between shippers' declared willingness to purchase ecologically sound services and their actual buying behaviour regarding offers of logistics services, and have proposed a research model to explain this gap. This research is a significant extension of earlier pilot study work in the French Picardy region, such that the study area now covers 4 regions, representing approximately 64% of the demand for logistics services in France. Based upon 172 valid survey responses received, the statistical testing of our explanatory research model has revealed three main antecedents of ecological buying behaviour: perceived compatibility between the quality levels of ecological logistics services available and traditional logistics services; the visibility of the shipper's individual ecological actions within the overall supply chain; and the shipper's overall basic ecological strategy anchored at the corporate level. According to the results of this survey, these company-specific antecedents are a more important influence on purchasing behaviour than relational aspects and regulatory constraints.

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