8 OP 10 SHOPPERS KIEST VOOR EEN MILIEUVRIENDELIJKERE LEVERING

Monique
Sikkema

Wacht jij een paar dagen langer op je bestelde pakket als je daarmee 100 bomen redt? 

Online winkelen is gemakkelijk en een snelle levering wordt door consumenten gewaardeerd. In de hevige concurrentiestrijd leveren e-retailers daarom steeds sneller. Vaak de volgende dag al. Het nadeel is dat de levering van je online bestelde pakket nogal vervuilend is. Dit komt doordat bestelbussen vaak halfleeg heen en weer rijden om de pakjes snel bij de consument te brengen. Uit recent onderzoek van de KU Leuven blijkt dat retailers consumenten, door het aanbieden van informatie, kunnen aanzetten tot de keuze voor milieuvriendelijkere levering. Het onderzoek toont aan dat als er bij een online bestelling de keuze wordt gegeven tussen een standaard levering (levering de volgende werkdag) en een ‘groene’ levering (levering binnen vier werkdagen), maar liefst 79% van de consumenten kiest voor de milieuvriendelijkere, ‘groene levering’. 

Geef de consument de keuze 

De laatste jaren zijn er al veel inspanningen door retailers gedaan om leveringen op een milieuvriendelijkere manier uit te voeren. Er is echter nog weinig onderzoek gedaan naar hoe de consument kan bijdragen aan een milieuvriendelijkere levering in e-commerce. Dit onderzoek werd uitgevoerd om vast te stellen welke manier van communiceren de consument succesvol aanzet tot kiezen voor groene levering. Op deze manier kan ook de consument bijdragen aan een milieuvriendelijkere levering. Tot op heden krijgt de consument zelden de keuze voor een ‘groene’ levering. Dit terwijl uit het onderzoek blijkt dat acht op tien mensen hier wel voor zou kiezen. 

Geef informatie 

Het geven van informatie over de milieueffecten van de ‘groene levering’ heeft een positief effect op de keuze voor de groene levering. Door informatie te geven, neemt de keuze voor de groene levering toe met 18%, dit in tegenstelling tot wanneer er geen informatie wordt gegeven. Het onderzoek werd uitgevoerd onder 139 Belgische en Nederlandse mensen die halfjaarlijks of vaker online winkelen. 

Tips voor de retailer 

  • Geef de consument de keuze uit een standaard en 'groene' levering 
  • Geef informatie over de milieueffecten van de leveringsmethode 
  • Communiceer op een menselijke manier, consumenten geven hieraan de voorkeur, bijvoorbeeld: 'Bij een ‘groene levering’ rijdt de vrachtwagen 1 keer, vol geladen naar een bepaald leveringsgebied waardoor er 100 bomen gespaard blijven.' 

Tips voor de consument 

Denk na voor je kiest voor een levering de volgende dag. Heb je de schoenen echt morgen nodig of kan het ook wat later? Op deze manier kan jij ook bijdrage aan een groenere wereld. 

 

 

Dit onderzoek werd aan de KU Leuven uitgevoerd door Monique Sikkema in het kader van de Masterproef onder leiding van Professor Dr. Els Breugelmans. 

Bibliografie

Aaker, D.A., and Norris, D. "Characteristics of TV Commercials Perceived as Informative." Journal of Advertising Research 22 (1982): 61-70. Web.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179-211. 

Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting and prediciting social behavior. Englewood Cliffs, NJ: Prentice-Hall. 

Allen, J. and Browne, M. (2010), Vans and the Economy, University of Westminster, London.

Andorfer, V. A., & Liebe, U. (2012). Research on fair trade consumption- a review. Journal of Business Ethics, 106 (4), 415-435. 

Andrew Jessie, Fuma Saito. "Would You Be Willing to Wait?": Consumer Preference for Green Last Mile Home Deliver (2018). Web. 

Armstrong, Gary, and Kotler, Philip. Principles of Marketing. 12th ed. Upper Saddle River: Pearson, 2008. 

Baca-Motes, K., Brown, A., Gneezy, A., Keenan, E., & Nelson, L. D. (2013). Commitment and behavior change: Evidence from the field. Journal of Consumer Research, 39(5), 1 

Bäckström, S., Jerksjö, M., 2010. NTM - Environmental data for International Cargo Transport. Calculation Methods and Default data – Mode-Specific Issues. Road transport Europe. Gothenburg: NTM Secretariat.

Balasubramanian, Sridhar (1998), “Mail Versus Mall: A Strategic Analysis of Competition Between Direct Marketers and Conventional Retailers,” Marketing Science, 17 (3), 181–95.

Bandura, A. (1982). Self-efficacy in human agency. American Psychologist, 37 (2), 122-147. 

Banerjee, Subhabrata, Easwar Iyer, and Rajiv Kashyap (2003), “Corporate Environmentalism: Antecedents and Influence of Industry Type," Journal of Marketing, 67 (April), 106-122.

Batra, R., and D. M. Stayman. 1988. “The Role of Mood in Advertising Effectiveness.” Journal of Consumer Research 17 (2): 203–214.

Batson, C. D. and Powell, A. A. 2003. “Altruism and prosocial behavior”. In Handbook of psychology, Edited by: Millon, T., Lerner, M. J. and Weiner, I. J. 463–484. Hoboken, NJ: Wiley.

Bowles, Samuel, and Gintis, Herbert. A Cooperative Species: Human Reciprocity and Its Evolution. Princeton: Princeton U, 2011. Print.

Boyer, K.K., Prud ’homme, A.M. & Chung, W., 2009. the Last Mile Challenge: Evaluating the Effects of Customer Density and Delivery Window Patterns. , 30(1), pp.185–202. 

Brown, T. J., & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. Journal of Marketing, 61(1), 68-84. 

Buda, R. and Zhang, Y. (2000), “Consumer product evaluation: the interactive effect of message framing, presentation order, and source credibility”, Journal of Product & Brand Management, Vol. 9 No. 4, pp. 229‐42.

Carlson, L., Grove S.J., & Kangun, N. (1993). A content analysis of environmental advertising claims: A matrix method approach. Journal of Advertising, 22 (3), 27-39

Choi, Y. & Thorson, E. (1983), “Memory for factual, emotional and balanced ads under two institutional sets,” in: Proceedings of the Conference of the American Academy of Advertising, Knoxville, University of Tennessee, 160-164. 

Churchill, and Peter. (1998). Marketing: creating value for customers. Edition, 2. Publisher, McGraw Hill College.

Comeos. (2018). E-commerce Belgium 2018. Geraadpleegd op https://static.comeos.be/E-commerce_Belgium_2018.pdf

Copeland, M.T. (1924), "Principles of Merchandising", A.W. Shaw Company, Chicago and New York.

Cotte, J., & Trudel, R. (2009). Socially conscious consumerism-a systematic review of the body of knowledge. Network for Business Sustainability Knowledge Project Series. 

Coulson, J.S. (1989), “An investigation of mood commercials,” in: Cafferata, P., Tybout, A. (eds): Cognitive and affective responses to advertising, Lexington, MA:DC Heath and Company, 21-30. 

De Pelsmacker, Patrick, Decock, B., & Geuens, M. (1998). Advertising Characteristics and the Attitude towards the Ad - A Study of 100 Likeable TV Commercials. Marketing and Research Today.

Deloitte, Twinsight. (2018, November). Sectorstudie e-commerce. Geraadpleegd op https://www.socialeeconomie.be/sites/default/files/Sectorstudie%20e-commerce.pdf

Dens, Nathalie, and Patrick De Pelsmacker. 2010. “Consumer Response to Different Advertising Appeals for New Products: The Moderating Influence of Branding Strategy and Product Category Involvement.” Journal of Brand Management 18 (1): 50–65.

DePillis, L. (2019, 15 juli). America's addiction to absurdly fast shipping has a hidden cost. Geraadpleegd van https://edition.cnn.com/2019/07/15/business/fast-shipping-environmental-impact/index.html

Des Jarlais, D. C., Sloboda, Z., Friedman, S. R., Tempalski, B., McKnight, C., & Braine, N. (2006). Diffusion of the D.A.R.E. and syringe exchange programs. American Journal of Public Health96, 1354–1358. 

Dick, Alan, Dipankar Chakravarti, and Gabriel Biehal (1990), Memory-Based Inferences During Choice," Journal of ConsumerResearch,17(June), 82-93.

Edwards, J.B., McKinnon, A.C. & Cullinane, S.L., 2010. Comparative analysis of the carbon footprints of conventional and online retailing: A “last mile” perspective. International Journal of Physical Distribution & Logistics Management, 40(1/2), pp.103–123. 

Engel, James F & Miniard, Paul W & Blackwell, Roger D (1993). Consumer behavior (7th ed). Dryden Press, Chicago

Euromonitor International (2012, 13 maart). Green Buying Behaviour: Global Online Survey. Geraadpleegd op https://blog.euromonitor.com/green-buying-behaviour-global-online-survey/

Fishbein, M. (1963). An investigation of relationships between beliefs about an object and the attitude toward that object. Human Relations, 16, 233-240. 

Fleury-Bahi, G. (2008). Environmental risk: Perception and target with local versus global evaluation. Psychological Reports, 102, 185–193. 

Gao, Fei; Su, Xuanming. (2016). "Omnichannel Retail Operations with Buy-Online-and-Pick-up-in-Store." Management Science 63.8: 2478-492. Web.

Gevaers, R., Van de Voorde E. & Vanelslander, T. (2011). Characteristics and Typology of Last-mile Logistics from an Innovation Perspective in an Urban Context. In C. Macharis & S. Melo (Eds.), City Distribution and Urban Freight Transport: Multiple Perspectives (Chap. 3). UK: Edward Elgar Publishing. 

Gevaers, R., Van de Voorde, E. & Vanelslander, T. (2009). Technical and process innovations in green logistics: opportunities, barriers and best practices by using case studies. In C. Macharis (Ed.), Proceedings of the BIVEC-GIBET Transport Research Day (pp. 227-243), Brussels: VUBPress. 

Ghajargar, M., Zenezini, G., & Montanaro, T. (2016). Home delivery services: innovations and emerging needs. IFAC-PapersOnLine, 49(12), 1371-1376.

Goldstein, N. J., Cialdini, R. B., & Griskevicius, V. (2008). A room with a viewpoint: Using social norms to motivate environmental conservation in hotels. Journal of Consumer Research, 35(3), 472-482. 

Grinstein, Amir and Udi Nisan (2009), "Demarketing, Minorities and Marketing Attachment," Journal of Marketing, 13 (April), 105-122.

Hailes, J. (2007), The New Green Consumer Guide, Simon and Schuster, London.

Haws,L.K.,Winterich, K.P., &Naylor,R. (2013) Seeing the world through GREEN-tinted glasses: Green consumption values and response to environmentally friendly products. Journal of Consumer Psychology. In Press, Corrected Proof, http/dx.doi.org/10.1016/j.jcps.2013.11.002

Holbrook, M. B., and R. BATRA. "Assessing the Rote of Emotions as Mediators of Consumer Responses to Advertising." Journal of Consumer Research 14, 3 (1987): 404-20.

Huber, Joel and J. McCann (1982), "The Impact of Inferential Beliefs on Product Evaluations," Journal of Marketing Research, 19 (3), 324-33. 

J. Allen, M. Piecyk, M. Piotrowska, F. McLeod, T. Cherrett, K. Ghali, T. Nguyen, T. Bektas, O. Bates, A. Friday, S. Wise, M. Austwick. Understanding the impact of e-commerce on last-mile light goods vehicle activity in urban areas: the case of London. Transport. Res. D: Transp. Environ., 61 (2018), pp. 325-338

Jackson, A., Boswell, K., & Davis, D. (2011). Sustainability and Triple Bottom Line Reporting – What is it all about? International. Journal of Business, Humanities and Technology, 155–59. 

Jackson, T. (2006). The earthscan reader in sustainable consumption. London: Earthscan 

Johar, J. S. and M. Joseph Sirgy (1991), "Value-Expressive Versus Utilitarian Advertising Appeals: When and Why To Use Which Appeal," Journal of Advertising, 20 (September), 2

Johnson, Richard D. and Irwin P. Levin (1985), "More Than Meets the Eye: The Effect of Missing Information on Purchase Evaluations," Journal of Consumer Research, 12 (September), 74-81. 

Kalafatis, S.P., Pollard, M., East, R. and Tsogas, M.H. (1999), “Green marketing and Ajzen's theory of planned behaviour: a cross‐market examination”, Journal of Consumer Marketing, Vol. 16 No. 5, pp. 441‐60.

Kelley, W. S., Donnelly, J. H., & Skinner, S. J. (1990). Customer participation in service production and delivery. Journal of of Business Retailing, 66(Fall), 315-3 

Kivetz and Simonson. (2000). "The Effects of Incomplete Information on Consumer Choice.(market Research Data)." Journal of Marketing Research 37.4 (2000): 427-448. Web.

Kwon, Wi-Suk and Sharron J. Lennon (2009), “Reciprocal Effects Between Multichannel Retailers’ Offline and Online Brand Images,” Journal of Retailing, 85 (3), 376–90. 

Lammers, Jan, Pelzer, Ben, Hendrickx, John, and Eisinga, Rob. Categorische Data Analyse Met SPSS: Inleiding in Loglineaire Analysetechnieken. Assen: Van Gorcum, 2007.

Leiserowitz, A. (2006). Climate change risk perception and policy preferences: The role of affect, imagery, and values. Climatic Change, 77, 45–72. 

Leshner, Glenn, and I-Huei Cheng. "The Effects of Frame, Appeal, and Outcome Extremity of Antismoking Messages on Cognitive Processing." Health Communication 24.3 (2009): 219-27. Web.

Levin, I. P., Schneider, S. L., & Gaeth, G. J. (1998). All frames are not created equal: A typology and critical analysis of framing effects. Organizational Behavior and Human Decision Processes, 76(2), 149–188. 

Levin, Irwin & Johnson, Richard & Russo, Craig & Deldin, Patricia. (1985). Framing Effects in Judgment Tasks with Varying Amounts of Information. Organizational Behavior and Human Decision Processes. 36, 362-377.

Linda L. Golden and Keren A. Johnson (1983) ,"The Impact of Sensory Preference and Thinking Versus Feeling Appeals on Advertising Effectiveness", in NA - Advances in Consumer Research Volume 10, eds. Richard P. Bagozzi and Alice M. Tybout, Ann Abor, MI : Association for Consumer Research, Pages: 203-208.

Liu, Scott S., and Patricia A. Stout. "Effects of Message Modality and Appeal on Advertising Acceptance." Psychology and Marketing 4.3 (1987): 167-87. Web.

Lord, Kenneth R. (1994), "Motivating Recycling Behavior: A Quasiexperimental Investigation of Message and Source Strategies," Psychology and Marketing , 1 1 (September), 341-59. 

Lorenzoni, I., Leiserowitz, A., De Franca Doria, M., Poortinga, W., & Pidgeon, N. F. (2006). Cross-national comparisons of image associations with ‘global warming’ and ‘climate change’ among laypeople in the United States of America and Great Britain. Journal of Risk Research, 9, 265–281.

Lou, X. and Bhattacharya, C.B. (2006), “Corporate social responsibility, customer satisfaction, and market value”, Journal of Marketing, Vol. 70 No. 4, pp. 1-18.

Lusch, R. F., & Vargo, S. L. (2006). Service-dominant logic: Reactions, reflections and refinements. Marketing Theory, 6(3), 28-281. 

Macintosh, E. (2012). Eco packaging. Marketing, 00253650, 36-37.

Mangiaracina, R., Perego, A., Perotti, S. and Tumino, A. (2016), “Assessing the environmental impact of logistics in online and offline B2C purchasing processes in the apparel industry”, International Journal of Logistics Systems and Management, Vol. 23 No. 1, pp. 98-124.

Manstead, A. S. R. (2000). The role of moral norm in the attitude–behavior relationship. In D. J. Terry &  M.  A. Hogg  (Eds.),  Attitudes, behavior  and  social context:  The  role of  norms  and group membership. Mahwah, NJ: Lawrence Erlbaum Associates, Inc.

Marlin, B. (2011). E-Statements: Encouraging conversions. ABA Bank Marketing, 43(5), 14-19. 

Marvin E Goldberg and Gerald J Gorn, (1987), Happy and Sad TV Programs: How They Affect Reactions to Commercials, Journal of Consumer Research, 14, (3), 387-403

Matthes, Jörg, Anke Wonneberger, and Desirée Schmuck. 2014. “Consumers’ Green Involvement and the Persuasive Effects of Emotional versus Functional ads.” Journal of Business Research 67 (9): 1885–1893.

Menon, A., & Menon, A. (1997). Enviropreneurial marketing strategy: The emergence of corporate environmentalism as market strategy. Journal of Marketing, 61(January), 51–67. 

Milfont, T. L. (2010). Global warming, climate change and human psychology. In V. CorralVerdugo, C. H. García-Cadena, & M. Frías-Arment (Eds.), Psychological approaches to sustainability: Current trends in theory, research and practice (pp. 19–42). New York, NY: Nova Science. 

Millar, M. G., and K. U. Millar. 1990. “Attitude Change as a Function of Attitude Type and Argument Type.” Journal of Personality and Social Psychology 59 (2).

Mintel. (2006). Green Living. November 2019, https://www.mintel.com

Moore, D.J., Harris, W.D. and Chen, H.C. (1995) Affect Intensity: An Individual Difference Response to Advertising Appeals. Journal of Consumer Research, 22, 154-164.

Morganti, E., Dablanc, L. & Fortin, F., 2014. Final deliveries for online shopping: The deployment of pickup point networks in urban and suburban areas. Research in Transportation Business & Management, 11(February 2012), pp.23–31. 

Nicosia, F. and B. Rosenberg (1972), "Substantive Models in Consumer Attitude Research: Some Practical Issues," in R. Haley, ed., Proceedings of the Fourth Attitude Research Conference, Chicago. 

Obermiller, Carl (1995), "The Baby Is Sick/The Baby Is Well: A Test of Environmental Communication Appeals," Journal Advertising, 24 (2), 55-70.

Okada, E.M. and Mais, E.L.  (2010), " Framing the green alternative for environmentally conscious consumers ",Sustainability Accounting, Management and Policy Journal , Vol. 1 No. 2. 

Olson, J. M., and M. P. Zanna. 1993. “Attitudes and Attitude Change.” Annual Review of Psychology 44: 117–154.

Peattie, Ken A. and Sue Peattie (2009), "Social Marketing A Pathway to Consumption Reduction?" Journal of Business Research , 62 (2), 260-68.

Piliavin, J. A., and H.-W. Chang. 1990. ‘‘Altruism: A Review of Recent Theory and Research.’’ Annual Review of Sociology 16:27–65.

Prothero, A., Dobscha, S., Freund, J., Kilbourne, W. E., Luchs, M. G., Ozanne, L. K., et al. (2011). Sustainable consumption: Opportunities for consumer research and public policy. Journal of Public Policy & Marketing, 30(1), 31–38.

Raats,  M. M.,  Shepherd,  R., &  Sparks,  P. (1995).  Including  moral dimensions  of  choice within  the structure of the theory of planned behavior. Journal of Applied Social Psychology, 25, 484–494. 

Reyes, D., Savelsbergh, M. and Toriello, A. (2017), “Vehicle routing with roaming delivery locations”, Transportation Research Part C: Emerging Technologies, Vol. 80, July, pp. 71-91.

Rice, G. (2006). Pro-environmental behavior in Egypt: Is there a role for Islamic environmental ethics? Journal of Business Ethics, 65 (4), 373-390. 

Roberts, J. A. (1996). Green consumers in the 1990s: Profile and implications for advertising. Journal of Business Research, 36(3), 217-231. 

Roberts, J.A. (1996). Green consumers in the 1990s: Profile and implications for advertising. Journal of Business Research, 36 (3), 217-231. 

Ross, William T., Jr., and Elizabeth H. Creyer (1992), "MakingInferences About Missing Information: The Effects of Existing Information," Journal of Consumer Research, 19 (June), 14-25. 

S. Saghiri, R.D. Wilding. The journey toward omni-channel retailing. Logistics and Transport Focus (December) (2016), pp. 30-32.

Savelsbergh, M. W. P. M., & van Woensel, T. (2016). City Logistics: Challenges and Opportunities. Transportation Science, 50(2), 579-590.

Schlegelmilch, B. B., Bohlen, G. M., & Diamantopoulos, A. (1996).  The link between green purchasing decisions and measures environmental consciousness. European Journal of Marketing, 30(5), 35. 

Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of Marketing Research, 38(2), 225-243.

Shaw, D., & Newholm, T. (2002). Voluntary simplicity and the ethics of consumption. Psychology & Marketing, 19 (2), 167-185. 

Simmons, J. Carolyn and John G. Lynch Jr. (1991), "Inference Effects Without Inference Making? Effects of Missing Information on Discounting and Use of Presented Information," Journal of Consumer Research, 17 (March), 447-91.

Sparks & Shepherd (2002). The role of moral judgments within expectancy-value-based attitude–behavior models. Ethics & Behavior, 12 (4) (2002), pp. 299-321

Spence, A., Poortinga, W., & Pidgeon, N. F. (2012). The psychological distance of climate change. Risk Analysis, 32(6), 957–972.

Stafford, M. R. and Day, E. (1995). Retail Services Advertising: The Effects of Appeal, Medium and Service. Journal of Advertising, 24 (1), pp. 57-72.

Stayman, D. M., and D. A. Aaker. 1988. “Are All Effects of Ad-Induced Feelings Mediated by Ad?” Journal of Consumer Research 15: 368–373.

Straughan, R. D., & Roberts, J. A. (1999). Environmental segmentation alternatives: A look at green consumer behavior in the new millennium. Journal of Consumer Marketing, 16(6), 558–575.

Thogersen, J. (1996). Recycling and morality: A critical review of the literature. Environment and Behavior, 28(4), 536-558.

Trope, Y., & Liberman, N. (2003). Temporal construal. Psychological Review, 110, 403–421. 

Trope, Y., & Liberman, N. (2010). Construal-level theory of psychological distance. Psychological Review, 117, 440–463. 

Tversky, A. and D. Kahneman, 1981. The framing of decisions and the psychology of choice. Science 211, 453-458.

UPS (2018, april). UPS Pulse of the Online Shopper Study. Geraadpleegd van https://www.ups.com/assets/resources/media/knowledge-center/ups-pulse-of-the-online-shopper.PDF

Van Oost, M. & Vanacker, L. (2020, 18 maart). E-commerce boomt door corona. Geraadpleegd van https://www.tijd.be/ondernemen/retail/e-commerce-boomt-door-corona/10215153.html

Vaughan, Richard (1980), "How Advertising Works," Journal of Advertising Research, 20 (October), 27-33.

Verlinde, S., Macharis, C. and Witlox, F. (2012), “How to consolidate urban flows of goods without setting up an urban consolidation centre?”, Procedia – Social and Behavioral Sciences, Vol. 39, pp. 687-701.

Visser, J., Nemoto, T. and Browne, M. (2014), “Home delivery and the impacts on urban freight transport: a review”, Procedia – Social and Behavioral Sciences, Vol. 125, March, pp. 15-27.

Voss, Kevin E., Eric R. Spangenberg, and Bianca Grohmann. 2005. “Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude.” Journal of Marketing Research 40 (3): 310–320. 

Yoo, Changjo & MacInnis, Deborah, 2005. "The brand attitude formation process of emotional and informational ads," Journal of Business Research, Elsevier, vol. 58(10), pages 1397-1406, October.

Download scriptie (815.43 KB)
Universiteit of Hogeschool
KU Leuven
Thesis jaar
2020
Promotor(en)
Els Breugelmans