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. 


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Els Breugelmans