Relevant Purchase Criteria or Basic Requirement: Customer Perspectives on Green Logistics

Green and sustainable logistics is a major research topic and industry as well as the retail sector encounters an increasing pressure and obligation concerning this matter. But still, empirical tests and numbers about the appreciation of customers regarding sustainable logistics resulting in preferences for selection of products and services are missing. This research contribution is conceptualizing an answer to this important question using a quantitative approach from market analysis and marketing research: A conjoint measurement analysis with end customer representatives (B2C, n=526) is used to quantify the specific customer utility of various components of sustainability and corporate social responsibility. An investigation of moderating variables shows that these components cause different utilities values among different groups of costumers.