Green e-commerce distribution alternatives - a mission impossible for retailers?

PurposeWhilst green distribution alternatives for consumers have the potential to decrease environmental impact from logistics, retailers struggle to provide such alternatives. The purpose of this paper is to increase the understanding of the factors that hinder retailers from offering green distribution alternatives to consumers.Design/methodology/approachThe paper relies on a multiple case-study of three cases, with one retailer constituting each case. Semi-structured interviews with seven respondents and visits to the retailers' checkouts were used for data collection.FindingsThe offering of green distribution alternatives is a complex task for retailers, with barriers related to six categories (organisational, financial, retailer-logistic service provider (LSP) market, retailer-consumer market, governmental and technological barriers) obstructing the way forward. A process towards offering green distribution services, including barriers and potential mitigation strategies, is suggested.Research limitations/implicationsThe study is limited to a Swedish context, and further research could consider how barriers would manifest themselves in countries with other characteristics.Practical implicationsA framework with barriers and mitigation strategies offers guidance for managers within e-commerce.Social implicationsThe greening of logistics is an important quest towards world-wide sustainability goals, and this paper contributes with an increased understanding of how to decrease environmental impact from e-commerce distribution.Originality/valueThe paper is one of few that takes the consumer side of the greening of logistics into account, thus contributing with valuable perspectives to this scarce body of literature.