Over the last couple of years, a remarkable increase in e-commerce sales have occurred due to enhanced consumption patterns during the Covid-19 pandemic. In addition, e-commerce companies have to a greater extent emphasized customer adaptation in regards to delivery opportunities. For example, customers are being offered a large number ofcarriers and delivery methods in order to satisfy the delivery requirements of everycustomer. Despite the fact that more companies than ever seem to take environmentallyfriendly delivery alternatives into account, irrational and impulsive buying behaviour andself-interest is being put above the environment. Prior studies identify freight cost as themost crucial aspect when choosing a delivery alternative. The interest for sustainabledelivery alternatives has developed throughout the last couple of years, which is a result ofrising levels of carbon dioxide emissions, as well as pollution and contamination. The mainpurpose of this study is to explore e-customers buying behaviour and decision making inrelation to the environmentally friendly delivery alternatives that are being offered. Thestudy is limited to business-to-consumer (B2C). In order to respond to the purpose of thisstudy, a quantitative method in the form of a survey was conducted and a convenienceselection was applied with 116 respondents. The final result indicates that freight cost isthe most prominent incentive to justify consumption, which is at the expense ofenvironmental sustainability. Furthermore, additional results and statistical relationshipsare presented that show the e-customer's buying behaviour in connection with othervariables that are considered important for answering the issues of the thesis. Theconclusion shows that e-commerce customers strongly value price when choosing deliveryand return alternatives. There are clear demographic differences in terms of buyingbehaviour and e-customers do not take their environmental responsibility when buying online. Finally, proposals are presented for future research regarding the impact on e-customers' buying behaviours and what additional factors may influence them.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mau-54509 |
| Date | January 2022 |
| Creators | Schlyter Sjöslätt, Jonatan, El Mokbel, Sirin, Mazilu, Cristian |
| Publisher | Malmö högskola, Fakulteten för kultur och samhälle (KS) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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