LogForum 2021, 17 (2), 183-192

> Scientific Journal of Logistics < http://doi.org/10.17270/J.LOG.2021.588

http://www.logforum.net p-ISSN 1895-2038 e-ISSN 1734-459X

ORIGINAL PAPER

GREEN LOGISTICS IN E-COMMERCE

Arkadiusz Kawa, Bartłomiej Pierański

Poznań University of Economics and Business, Poznań, Poland

ABSTRACT. Background: Along with the very dynamic development of e-commerce, the number of logistics
operations involved in order fulfilment is increasing at a similar rate in B2C relationships. Each product must be
completed, packed and shipped or handed over for collection by the customer. Although online shopping is very
convenient for customers, it has a negative impact on the environment. The problem lays with the transportation of
individual shipments, additional packaging and materials used for this purpose, and returns.
The aim of this paper is to present the main logistics challenges related to ecofriendly e-commerce and examine the
influence of the green logistics approach in e-commerce on customer satisfaction and loyalty.
Methods: Both computer-assisted telephone interviews (CATI) and computer-assisted web interviews (CAWI) were
applied to gather data. In total, 592 correctly completed questionnaires were received – 200 records from CATI and 392
interviews using CAWI. The Pearson correlation coefficient was used to determine the relationship between the
variables.
Results: The empirical study confirmed the relationship between green logistics, satisfaction, and loyalty. This means
that the more attention online retailers pay to green delivery (parcel lockers, pick up drop off points, click & collect),
packaging (environmentally friendly materials and sizing of the packaging) and returns (returnable packaging, return of
used products), the more satisfied and willing to buy from the same retailers again the customers are.
Conclusions: For online shoppers, not only price, and wide products selection as well as fast delivery are important, but
also environmental aspects matter more and more often. Logistics is of particular importance. If it is not well planned and
organised, it can have a negative impact on the environment. The winners are those who invest in ecological solutions.
The presented research results encourage further scientific exploration, which would be devoted only to this issue, taking
into account other e-commerce stakeholders, i.e. sellers, suppliers and complementors.

Key words: e-commerce, green logistics, logistics value.

commerce generated around 125 billion CEP

INTRODUCTION (courier, express, parcel) shipments in 2020
[Solomon, 2020]. Only during Singles Day
Undoubtedly, online shopping is now one (online shopping festival in China) Alibaba's
of the most important trends in economy. Tmall and Taobao received 2.3 billion orders
According to Statista, global e-commerce sales [Statista, 2021b], which translated into
in 2020 grew by approx. 18.9% compared with a similar number of shipments. At peak times,
2019 and amounted to approx. $ 4.2 trillion there were even more than half a million orders
[Statista, 2021b]. It is growing much faster per second [Chargedretail, 2020]. This is
than the GDP. By 2023, the global sales via the a huge challenge for logistics - both for
Internet is even expected to reach $ 4.9 trillion retailers, logistics and fulfilment companies
[Lipsman, 2019]. and CEP operators. This means hundreds of
billions of shipment operations, billions of
Most orders placed online involve products kilometers driven and millions of tons of
that need to be physically delivered. E- packaging material.

Copyright: Wyższa Szkoła Logistyki, Poznań, Polska

Citation: Kawa A., Pierański B., 2021. Green logistics in e-commerce. LogForum 17 (2), 183-192,
http://doi.org/10.17270/J.LOG.2021.588
Received: 10.02.2021, Accepted: 19.03.2021, on-line: 12.04.2021.
,
Kawa A., Pierański B., 2021. Green logistics in e-commerce. LogForum 17 (2), 183-192.
http://doi.org/10.17270/J.LOG.2021.588

E-commerce has shifted the center point of on renewable energy sources, energy-efficient
the logistics system from retailer to consumer, lighting, rainwater utilisation systems, etc. This
a new set of expectations emerges. The also applies to the way they work. Companies
consumers are seeking ways to maximize are training employees to keep the
convenience, choice, and price – establishing environment in mind when performing their
a completely different shopping experience daily routine duties, e.g. by reducing the
[Righby, 2011]. As more shoppers buy online, consumption of office materials, etc. [DHL,
the demand for a seamless shopping 2021].
experience lands on retailers. They have to
look for new possibilities to meet the customer Numerous authors [Liu et al., 2012;
expectations. Recently, more and more Heiskanen, 2005; Zhang, 2015] prove that the
attention has been paid to navigating e- consumers’ environmental awareness is
commerce sustainably. The biggest challenges increasing and their expectations in this respect
in this area are delivery, returns and packaging. will grow. Therefore, research is needed to
Therefore, the question arises how to deal with show what is important for customers and what
the logistics challenges of e-commerce, the directions of development of green
maintaining ecological issues at the same time. logistics in e-commerce are.

In addition to eliminating the last-mile In recent years, sustainability implications

problem (by introducing different ways to of e-commerce have been attracting more
receive shipments), online retailers are attention from researchers and practitioners
increasingly adopting the paperless concept [Mangiaracina et al., 2015; Abukhader,
and abandoning printed leaflets and invoices in Jönson. 2003]. However, research into the
favour of electronic versions, trying to reduce environmental effects of e-commerce is still in
returns or neutralise their negative impact on its infancy and requires a deeper insight. This
the environment, or using eco-friendly follows from a systematic literature review
packaging and fillers or even reusable conducted by Mangiaracina et al. [2015], who
packaging [Abukhader, Jönson, 2003]. indicated that the publications they reviewed
focused mainly on some drawbacks but did not
The Green Generation report shows that present a structured discussion; no key topics,
some e-customers are willing to wait longer for such as the measurement of the ecological
the delivery, if it is due to the e-store's care for impact of e-commerce or green solutions, were
greener delivery, and to pay extra for foil-free analysed in detail or addressed at all.
packaging. Some customers go further with
their expectations and always demand green or Therefore, the aim of this paper is to
sustainable e-commerce shopping [Oláh et al., present the logistics challenges in navigating e-
2019]. Retailers are trying to respond to these commerce sustainably and examine the
needs. For example, Zalando, one of the influence of the green logistics approach in e-
biggest fashion e-tailers, reduced its CO2 per commerce on customer satisfaction and
package from their "direct and indirect loyalty.
greenhouse gas emissions in the value chain"
[Hischier, 2018; Zalando, 2021], from 2.8 kg
to 1.8 kg between 2016 and 2019. For the LAST MILE
presented reasons the very dynamic e-
commerce growth cannot be considered Many people associate e-commerce with
without its sustainability [Fedorko et al., 2017; convenience - placing an order at any time,
Dabija, 2016]. anywhere with access to the Internet is
possible. After some time the customer can
Third-party logistics serving retailers also enjoy the ordered product. This is often done
care about environmental protection. Transport without leaving one’s home at all. By not
companies are investing in modern means of moving, the customer does not release any
transport and the development of a fleet of pollutants and does not consume much energy
electric cars and charging stations. In addition, or natural resources. However, someone else
they are building or using warehouses that rely has to deliver the product, and as we know,

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transport (especially road transport) increases malls, petrol stations, grocery shops. An
pollution, emissions and congestion, which advantage of parcel delivery or collection
negatively affects the environment [Oláh et al., points is a lower price than in the case of door-
2019; Mangiaracina et al., 2015]. That is why to-door courier services. However, their
picturing the negative impact of e-commerce disadvantage is that the availability of the
on the environment is very tricky [Tiwari, service is limited by the opening hours of the
Singh, 2011]. points. A solution to this problem are parcel
lockers, where customers can collect and send
According to the United Nations a parcel at any time of day or night. Deliveries
Environment Programme, which has published in the PUDO model and parcel lockers are
extensive research on both European and characterised by greater flexibility of the place
global impacts on the environment, the and time of delivery. This is an advantage for
transport sector is responsible for 23-24 % of customers who are more mobile and want to
global CO2 emissions from fossil fuel have the freedom to choose where and when to
combustion and is expected to grow to one- send or collect their parcel, and a cost for those
third by 2050. That is why consumer-friendly who live a long way from such a point, e.g. in
services are needed which allow customers to rural or less populated areas. Parcel lockers
modify their delivery times and locations, as largely eliminate the last mile problem
well as provide access to an extensive network [Mangiaracina et al., 2015]. Both reliability
that supplies customers with new ways of and efficiency are increased. Almost 100% of
receiving deliveries at an alternative location. deliveries are made the first time. With home
deliveries, there are more undelivered parcels.
The most popular forms of delivery are Besides, a courier is able to deliver approx.
courier services. The biggest advantages of 100 parcels to customers daily, whereas in the
courier services are the door-to-door option case of parcel lockers, there may be over 1000
and short delivery time. Neither the sender nor of such deliveries per day. InPost, which
the recipient has to leave their office or home delivers parcels to lockers, reduces harmful
to use this service. Delivery within a given emissions in cities by 60%, and in villages by
country usually takes one working day. The 90% [InPost, 2021].
disadvantage of this solution for the customer
is the price of the service, which is the most
expensive one among all forms of delivery. RETURNS
Besides, couriers usually deliver shipments
when e-customers are at work and some Another problematic issue related to
employers prohibit collection of private parcels greenhouse gas emissions is the return of
in the workplace. products. E-commerce return rates are between
20% and 30%, which is more than double the
Instant or same-day deliveries are also 9% traditional retail return rate [Pierce, 2017].
a major challenge. If the process of such Returns may concern damaged products and
deliveries is not well optimised, couriers have those to be repaired. Most frequently, goods
empty runs or only partially filled transport purchased via the Internet are returned because
vehicles. This significantly increases fuel they do not meet the buyer’s expectations,
consumption [Sui, Rejeski, 2002; Tiwari, have technical faults, are delayed or ordered by
Singh 2011]. According to the research from mistake. These are called consumer returns
MIT’s Center for Logistics and Transportation, [XiaoYan et al., 2012]. In the case of online
fast deliveries generate more than double shopping, the customer has the right to
carbon dioxide emissions per shopper, withdraw from the contract without giving any
increasing by nearly 0.75kg [Jiang, 2016]. reason and return the ordered product [Kawa,
2019].
A solution to the last mile problem is to
allow customers to pick up and drop off Returns require additional processes. The
shipments at specially designated points goods must first be picked up by a courier or
(PUDO). These are places to which access is delivered by the customer to a PUDO, parcel
relatively easy, such as newsagents, shopping locker or click & collect point, then transported

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to the seller or a company that handles returns. PACKAGING

The products are then prepared for resale,
which sometimes requires repairs or The next challenge is packaging. As
refreshment. Then there is the packaging, mentioned earlier, e-commerce deals with
which is used for transport and often not individual orders which are packed in separate
reused. Each of these processes involves boxes. Due to the transport, the product is
additional costs and has an impact on the often additionally protected, thus generating
environment. Nevertheless, there are additional packaging material which is often
researchers who argue that despite the high not recycled [Mangiaracina et al., 2015].
rate of return, e-commerce logistics operations
seemed to have a lower environmental impact, The design and functionality of the
especially if private cars were used for offline packaging are very important, as the
shopping [Mangiaracina et al., 2015]. In consignment of goods is subject to a large
addition, with the return service, waste can be number of operations. The logistics system of
reduced because one can return products e-commerce engages more service providers
unwanted for some reason. In traditional trade, and processes, resulting in significantly more
returning products without giving a reason is touchpoints than the traditional retail
not widely available. As can be seen, the environment. Products are handled four times
environmental impact of returns can be both more in the e-commerce network than in
positive and negative. Additionally, returns are a traditional retail supply chain [Pierce, 2017].
a challenge for logisticians because it is
difficult to plan and forecast them in the supply Properly packaged goods have a better
chain [Mollenkopf, et al., 2007; Srivastava, chance of arriving intact, reducing the number
Srivastava, 2006]. Since returns are an inherent of returns and the overall environmental
part of e-commerce, they need to be properly footprint [Oláh et al., 2019]. Moreover,
addressed. packaging made from sustainable materials
also helps to further reduce the environmental
The number of returns can be limited. In the impact and reduce waste, while demonstrating
case of clothing and shoes, returns are due to to customers that the company uses ethical and
the product being a different size or thoughtful practices.
appearance than the customer expected. That is
why it is important to have an accurate Packaging is the element that customers see
description of the sizes, including the length, and have physical contact with it. This is
width and height of individual items, or the important because other processes in the entire
exact parameters of equipment such as e-commerce supply chain are either not seen
electronics. It is also advisable to present by the customer at all or only to a limited
accurate photographs without unnecessary extent (e.g. delivery). Research shows that
retouching, as well as three-dimensional customers pay attention to packaging,
visualisations. This gives the customer more particularly to the unecological practices of
information and allows him/her to check online retailers. In particular, consumers pay
whether the product fits or not, and the seller attention to non-optimal packaging of
can thus reduce the number of returns [Powers, shipments, i.e. packaging that is too large in
Jack, 2015]. relation to the product. This affects not only
the protection of the parcels but also the
In addition, the return procedure should be transport. Moreover, the packaging is also
simple. Ideally, it should not require generation wrapped in plastic or stretch film and there is
of additional paper documents. Also, the a lot of filler inside. This is the waste that ends
packaging is very important and it should be up at consumers' homes. It is often not
designed in such a way that the return of the segregated and, on the other hand, it is not
products is possible in the same box or bag biodegradable [Oláh et al., 2019].
(see next section).
As e-commerce generates a very large
amount of packaging waste in the form of
additional packaging, fillers, foils, tapes, etc.,

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there is a need to introduce reusable packaging related to as a feeling of support or duty

that will be utilised by all stakeholders in the towards someone or something and
ecosystem. Consumers will receive products in faithfulness to commitments or obligations
specially designed, durable packaging that will [Cambridge University Pres, 2021]. In With
be collected, cleaned and reused for loading respect to management studies, loyalty is
and shipping after the delivery. Packaging understood as the customer’s willingness to
should provide the best protection, but also buy the product of a given brand or to use
fulfil a marketing and informational function. a service again [Oliver, 1999].
In the future, packaging should be 'intelligent',
i.e. it should collect information from the On the basis of the above considerations,
environment and pass it on, but also react to we formulated the following hypotheses:
various incidents. An example of such H1: Green logistics positively influences
packaging is ePack, which is being developed customer satisfaction.
at Łukasiewicz Research Network - Institute of H2: Green logistics positively influences
Logistics and Warehousing and two other customer loyalty.
Łukasiewicz institutes. It is based on the H3: Satisfaction positively influence loyalty.
concept of the physical Internet, allowing all
players in the e-commerce ecosystem that
handle or transport goods to share resources.

However, before we can see a large-scale

use of such packaging, final packaging, which
is suitable for transport without additional
packaging and protection, should already be
used by producers in the first instance. If
necessary, the fillings and packaging tape
should be made of environmentally friendly Fig. 1. Model for testing relationship between green
materials. In addition, as previously noted, the logistics, satisfaction, and loyalty
packaging should be designed in such a way
that the product can be returned in it. Besides,
sales documents (e.g. invoice) should be sent
electronically or be available in the order panel RESEARCH METHODOLOGY AND
of the online shop. RESULTS

Research stages and data gathering

GREEN LOGISTICS,
SATISFACTION, AND LOYALTY The study was conducted in several stages.
Based on the literature review, a scenario was
Previous research shows that greening is an prepared for 3 FGIs (focus group interviews).
investment that pays off. The effect is not The results of this research enabled the design
always visible immediately and everywhere. of a measuring instrument for a quantitative
Undoubtedly, green logistics can increase study.
customer satisfaction, but also loyalty to the
retailer [Kawa, 2019; Rashid, Rahman, Khalid, We used a structured questionnaire for the
2014] (Figure 1). study. In addition to questions about the
availability of products, returns, cross border
Satisfaction is treated as “a pleasant feeling buying, status order, questions were asked
that you get when you receive something you about green issues of logistics. In particular,
wanted, or when you have done something you they covered the following aspects possibly
wanted to do” or “the act of achieving a need offered by the online retailers: deliveries
or wish” [Cambridge University Press, 2021]. parcel lockers and PUDO (pick up drop off)
In the case of management studies, satisfaction points, returnable packaging, return of used
is understood as the customer's needs products, using environmentally friendly
fulfillment [Olivier, 1999]. In turn, loyalty is materials for packing their parcels. Apart from

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the issues related to green logistics, the to data gathering between November 2017 and
respondents were asked about customer May 2018. In total, 592 correctly (N=592)
satisfaction with the purchases made and their completed questionnaires was received – 200
loyalty to the online sellers. records from CATI and 392 interviews using
CAWI.
We used the database of e-tailers as the
sample. It included data from the Regon Measures
database kept by the Central Statistical Office
in Poland and commercial databases, such as Green logistics, satisfaction, and loyalty are
DBMS, Bisnode. multi-faceted constructs. There are variables
that are not directly observed, but affect the
Approximately 13.7 thousand respondents observed variables. Because it is a deficit of
took part (44% of the total population of e- empirical research on green logistics in e-
tailers in Poland). Non-random purposeful commerce, it was necessary to prepare
sampling was applied. The sample was indicators of this latent variable. Based on an
selected from those entities that had relevant in-depth literature review and the results of the
experience in selling products via the Internet FGI, ob-servable indicator was developed and
for at least one year. Both computer-assisted included in the questionnaire in the form of
telephone interviews (CATI) and computer- statements (Table 1).
assisted web interviews (CAWI) were applied

Table 1. Constructs, items and scales of green logistics, satisfaction, and loyalty
Green logistics. Cronbach’s alpha = 0.719
Customers buy from online sellers who offer deliveries to self-service terminals (e.g. parcel locker)
Customers buy from online sellers who offer deliveries to PUDO (pick up drop off) points (eg. a traffic kiosk. gas station)
Customers buy from online sellers who offer pickup at their branches
Customers buy from online sellers who use environmentally friendly materials for packing their parcels
Customers buy from online sellers who match the size of the packaging to the size of the product
Customers buy from online sellers who offer returnable packaging
Customers buy from online sellers who offer return of used products

Satusfaction. Cronbach’s alpha = 0.720

My customers feel that we understand their needs.
My customers will recommend their nearest and dearest or friend to buy from these us
My customers are satisfied with their purchases.

Loyalty. Cronbach’s alpha = 0.724

My customers will continue to buy from us, even if their payment for products offered by other sellers is more competitive.
My customers will continue to buy from us, even if the shipments offered by other sellers are more competitive.
My customers will continue to buy from us, even if the products offered by other sellers are more competitive.

We studied our model from the seller We used the Cronbach’s α as a method of
perspective. The respondent was to look at the the reliability analysis. All Cronbach’s α were
green logistics value, satisfaction, loyalty and above 0.7 indicating satisfactory internal
evaluated them through the final customer’s consistency of variables.
“eyes”. This approach is in line with what is
presented in the literature [Kawa and Results and discussion
Światowiec-Szczepańska, 2020].
The Pearson correlation coefficient was
We adopted a five-point Likert-type scale to used to study the relationship between the
assess the statements in the questionnaire variables. In addition to the strength of the
where 1 meant “strongly disagree” and 5 – relationship, it was very important to
“strongly agree”. determine whether the correlation was
statistically significant. Our study showed that
the correlations between all variables were

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http://doi.org/10.17270/J.LOG.2021.588

positive and statistically significant. The CONCLUSIONS

strongest relationship was found between
satisfaction and loyalty, which is very well E-commerce has been growing rapidly for
supported in the literature. The relationships several years. The pandemic period has further
between green logistics and satisfaction, and accelerated this growth. During the lockdown,
green logistics and loyalty were a little weaker. the necessary products are picked, packed,
The results of the research indicate that green shipped and delivered to the customer's chosen
logistics influences satisfaction and loyalty. location. This reduces unnecessary car traffic,
Therefore, online retailers who pay more which decreases the carbon footprint. E-
attention to the ecological aspects have commerce also generates inconvenience not
satisfied and more loyal customers. The green found in traditional retail. The problems
approach is primarily about developing include the last mile, excess packaging and
delivery methods alternative to courier packaging materials and product returns. There
deliveries, i.e. deliveries to parcel lockers, is also a view that e-commerce has caused
PUDO points or pickup at branches. It also a very large increase in mass production,
means taking greater care of the packaging, in because anyone can buy almost anything. This
particular using environmentally friendly stimulates customers to buy more and more,
materials for packing parcels and matching the which in turn often leads to generating waste
size of the packaging to the size of the product. [Tiwari, Singh 2011]. The final effect is not yet
Returns are also a very important aspect, which known, as research to date has not clearly
should reduce additional packaging by selling answered the question of whether Internet
products in returnable packaging and enabling shopping increases or decreases environmental
the return of used products. It is important that impacts [Matthews et al. 2001; Abukhader,
these green logistics elements are included in Jönson, 2003; Sui, Rejeski, 2002; Tiwari,
the offer of online retailers. Some of them Singh, 2011].
result from other needs, e.g. OOH, and we
wrote about this in another article. The same is However, it is inevitable that the Internet
true for returns. They can all be treated as will gain importance in trade, and therefore it
separate issues or, more broadly, as logistics must be organised immediately in such a way
value. It should also be noted that it is not that it has as little impact as possible on the
always possible to implement all components environment. This approach also has direct
of green logistics. Not all companies have their positive effects for sellers. Our research has
own branches. Not every shipment is suitable shown that customers pay attention to the
for PUDO and parcel lockers - for example ecological aspects of logistics. The more they
large goods (bulk) or fresh or temperature- appreciate green logistics, the more satisfied
controlled products. The same applies to the they are with their purchases and the more
return of used products - some items cannot be likely they are to repeat purchases from the
returned after being used, such as underwear, same retailer.
cosmetics, etc. Some products do not need to
or cannot be packed in ordinary packaging, let The slogan of one of the e-commerce
alone packaging made of environmentally leaders that "the efficiencies of online
friendly materials - e.g. tyres, which are shopping result in a greener shopping
transported without any packaging or experience than traditional retailing" [Amazon,
additional protection. 2021] needs to be backed up by many
additional measures. Customers expect real
change, so companies must choose initiatives
Table 2. Correlations between green logistics,
satisfaction, and loyalty
that have a positive environmental impact.
Green Satisfaction Loyalty
logistics The research results presented here have
Green logistics .396** .363**
Satisfaction .630** limitations that can be addressed in further
Loyalty studies. Firstly, attention was focused only on
** indicates p<0.01 selected aspects of green logistics as perceived
by online retailers. A more thorough and
deeper study on a larger sample involving

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http://doi.org/10.17270/J.LOG.2021.588

different stakeholders (sellers, customers, DHL, 2021, Green logistics,

suppliers) would be needed. Establishing https://www.dhl.com/pl-en/home/logistics-
sustainability for e-commerce requires solutions/green-logistics.html.
a holistic approach that examines the entire
Fedorko R., Bacik R., Kerulova V., 2017. The
logistics system. Secondly, it was limited to
analysis on the importance of the reputation
the simplest statistical analyses. A multifaceted
management in relation to e-commerce
and more detailed study would require the use
subjects. Polish Journal of Management
of more advanced analytical methods, such as
Studies, 15.
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http://doi.org/10.17512/pjms.2017.15.1.05
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FUNDING SOURCE DECLARATION of consumer research: consumers’
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funds of the National Science Center granted http://doi.org/10.1007/s10603-005-2272-5
on the basis of decision number DEC-
Hischier R., 2018. Car vs. packaging—a first,
2015/19/B/HS4/02287.
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ZIELONA LOGISTYKA W E-HANDLU

STRESZCZENIE. Wstęp: Wraz z bardzo dynamicznym rozwojem e-commerce w relacjach B2C, w podobnym
tempie rośnie liczba operacji logistycznych związanych z realizacją zamówień. Każdy produkt musi zostać
skompletowany, zapakowany i wysłany lub przekazany do odbioru przez klienta. Choć zakupy online są bardzo wygodne
dla klientów, mają negatywny wpływ na środowisko. Problemem jest transport poszczególnych przesyłek, dodatkowe
opakowania i materiały użyte do tego celu oraz zwroty.
Celem niniejszego artykułu jest przedstawienie głównych wyzwań logistycznych związanych z ekologicznym e-handlem
oraz zbadanie wpływu podejścia zielonej logistyki w e-handlu na satysfakcję i lojalność klientów.
Metody: Do zebrania danych zastosowano zarówno wywiady telefoniczne wspomagane komputerowo (CATI), jak
i wywiady internetowe wspomagane komputerowo (CAWI). W sumie otrzymano 592 poprawnie wypełnionych
kwestionariuszów - 200 wywiady z CATI i 392 z wykorzystaniem CAWI. Do określenia zależności między zmiennymi
wykorzystano współczynnik korelacji Pearsona.
Wyniki: Przeprowadzone badanie empiryczne potwierdziło istnienie zależności pomiędzy zieloną logistyką, satysfakcją
i lojalnością. Oznacza to, że im więcej uwagi detaliści internetowi poświęcają ekologicznej dostawie (skrytki na paczki,
punkty odbioru i odbioru, click & collect), pakowaniu (materiały przyjazne środowisku i wielkość opakowania) oraz
zwrotom (opakowania zwrotne, zwrot zużytych produktów), tym bardziej klienci są zadowoleni i skłonni do ponownych
zakupów.
Wnioski: Dla kupujących w Internecie ważna jest nie tylko cena i szeroki wybór produktów oraz szybka dostawa, ale
coraz częściej liczą się także aspekty środowiskowe. Szczególne znaczenie ma logistyka. Jeśli nie jest ona dobrze
zaplanowana i zorganizowana, może mieć negatywny wpływ na środowisko. Wygrywają ci, którzy inwestują
w ekologiczne rozwiązania. Przedstawione wyniki badań zachęcają do dalszych eksploracji naukowych, które byłyby
poświęcone tylko temu zagadnieniu, z uwzględnieniem innych interesariuszy e-commerce, tj. sprzedawców, dostawców
i komplementorów.

Słowa kluczowe: e-commerce, zielona logistyka, wartość logistyczna.

Arkadiusz Kawa, ORCID ID: https://orcid.org/0000-0003-0697-8838

Poznań University of Economics and Business
al. Niepodległości 10, 61-875 Poznań, Poland
e-mail: arkadiusza.kawa@gmail.com

Bartłomiej Pierański ORCID ID: https://orcid.org/0000-0001-5327-8725

Poznań University of Economics and Business
al. Niepodległości 10, 61-875 Poznań, Poland
e-mail: bartlomiej.pieranski@ue.poznan.pl

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