The study also found that about 75% of respondents intended to shop more with retailers and brands that are making their delivery and returns processes more sustainable. So, this topic isn’t something retailers can choose to ignore. A failure to consider ethical delivery could mean a failure to retain customers.
As is often the case, though, a consumer’s intentions and their actions can tell very different stories. In the UK, in particular, while the intention to use retailers with sustainability credentials is widespread, the willingness to play a role in supporting these credentials—that is, by paying extra for the privilege—is far less impressive.
According to Q2 2020 polling by Nepa for PostNord, only 24% of digital buyers in the UK were willing to pay extra for a more eco-friendly delivery. This was one of the lowest response rates across the European countries covered by the survey, with Germany way ahead at the top of the list—42% of respondents there said they’d be happy to pay.