Green Communication for More Package-Free Ecommerce Returns

Abstract

The existing packed mail-based return mode in ecommerce has a considerable negative impact on the natural environment. In contrast, a package-free return mode accepts unpacked ecommerce returns using return points in-store and is a more eco-friendly service. On the basis of the push–pull–mooring (PPM) framework, this study aims to identify key factors in green communication that contribute to consumers switching from mail return services to package-free return services. A scenario-based online survey was conducted. Structural equation modeling was used to test the hypotheses. Push factors (consumer dissatisfaction) and a mooring factor (mail return habit) only manifested weak effects on switching intention. Regarding pull factors (service convenience and green value), in contrast to previous research, the effect of green value on switching intention was found to be much weaker than the effect of service convenience. Convenience was found to be the key factor in green communication. Our research adds value to green communication and the PPM framework. It updates existing knowledge concerning the role of consumer dissatisfaction, perceived green value, and perceived convenience of return service in green communication. This study also explains why the mooring factor of habit fails to predict switching intention.

Promotion of Sustainable Products: Can Sustainability Labels Promote User Selection of Environmentally Friendly Products?

“…Consistent with this, it has also been suggested [70] that companies have to change their practices, including marketing, if sustainability is to be achieved. Retailers may adopt green marketing strategies to increase sales and credibility, while still incorporating transparency and honest communication of product information [71,72]. As has been noted [2], e-commerce can play a major role in facilitating the consumption of sustainable and ethically sourced products.…”

The Future of E-Commerce: Overview and Prospects of Multichannel and Omnichannel Retail

“…In recent years, and due to the potential environmental impact of omnichannel operations, a stream of research focused on sustainable practices has begun to gain relevance, considering the impact of supply chain operations and acknowledging the growing importance of sustainability for consumers [43][44][45][46][47][48]. We believe that the study of sustainability issues associated with omnichannel retailing will receive more attention in the future and, while we did not receive any contribution focusing directly on them, in Green Communication for More Package-Free Ecommerce Returns, Li et al [30] explore, to some extent, this area by identifying key factors in green communication that contribute to consumers switching from mail-return services to package-free return services, with the goal of helping e-commerce companies promote their package-free return service. Setting their study in the push-pull-mooring framework, the authors find a surprising positive association between green switching (shifting from a non-green service to a green service, both of which are offered by the same platform) and green loyalty.…”

“…In particular, and even though some contributions were related to technology through the creation, use, assessment, and application of mathematical models and algorithms (e.g., [23][24][25]), none of the final accepted research studies had a technology focus. One of the studies [26] offered a nice starting point to set the tone of the special issue by exploring the previous literature on multichannel and omnichannel retailing, three of them had a mostly strategic focus (e.g., [27] on promotional strategy, [23] on digital marketing strategy, [28] on location selection for physical stores), four studies took a customer-centric view ( [5] on channel integration from a consumer perspective, [29] on emotional responses to omnichannel systems, [30] on green communication and channel switching, and [31] on perceived quality of online and offline servicescapes), two studies had a retailer-centric approach ( [24] on inventory replenishment in the fashion industry and [25] on optimization of last mile delivery). Finally, while the last contribution [32] leaned toward the retailcentric approach, we considered it to be a good representative of the mixed and integrative views mentioned in the previous section, since the authors explicitly stated related research objectives that combined both views.…”

Pengaruh Online Shopping terhadap Peningkatan Kinerja Green Marketing pada Kaum Milenial di Beberapa Kota Besar

“…H1 : Keberadaan online shopping sebagai saluran belanja diduga memiliki pengaruh positif dan signifikan terhadap peningkatan kinerja green marketing. Analisa yang dilakukan oleh (Li et al, 2022) H2 : Dengan alasan bahwa berbelanja melalui kanal online shopping lebih efektif dan efisien maka konsumen akan memilih belanja green product dan kebutuhan lainnya melalui online shopping. Bergesernya strategi pemasaran ke dunia digital karena itu dianggap lebih baik dan efisien dan memungkinkan konsumen mendapatkan informasi lebih lengkap saat bertransaksi.…”