How to Reduce The Environmental Impact of E-Commerce Sales: The Effect Of Retailers’ Communication Framing
(A2024-119557)

AUTHORS

Valentina Mazzoli, University of Verona; Ilenia Confente, University of Verona; Ivan Russo, University of Verona; Diletta Acuti, University of Bath

ABSTRACT

Along with the growth of e-commerce sales, CO2 emissions related to home delivery have raised several concerns. Retailers are striving to find ways to promote forms of delivery which can be more sustainable (i.e., pick-up point, parcel lockers, click and collect). This working paper aims to investigate the impact of retailers’ communication framing on consumers’ sustainable last mile delivery adoption. Based on conceptual metaphor theory, this research proposes that metaphorical information (vs numerical: i.e., kilograms of CO2 saved) incentivizes the adoption of sustainable last mile delivery via processing fluency. This effect is enhanced when the effort towards sustainability is collective (vs individual). Two scenario-based experiments and a field study will test these relationships. The study contributes to the literature on sustainable retailing offering practical implications to retailers to reduce their environmental impact related to delivery.