Exploring Environmentally Sustainable Last-Mile Deliveries in Sweden

Sammanfattning: Last-mile delivery is the part of the e-commerce supply chain that is the least efficient in terms of cost, time, and environmental impact. As e-commerce is expected to keep growing, this puts pressure on last-mile deliveries to reduce their environmental impact if Sweden is to reach its environmental goals for 2045. E-retailers in Sweden are offering their customers a selection of last-mile delivery options, and there is frequent use of sustainability terms (e.g., fossil-free, environmentally friendly) to advertise different options. However, the meaning of these terms seems to not always correlate with the actual environmental impact of the last-mile delivery. This risks creating miscommunication between e-retailers, customers, and logistic service providers, which can lead to confusion and legal implications. The area is still unexplored, and there is limited research on the subject. The purpose of this thesis was therefore to explore if, how, and why Swedish e-retailers offer environmentally sustainable last-mile deliveries. It was studied with regard to how it is communicated and prioritized in company decisions and which factors affect this. This was explored through a qualitative, exploratory interview study with six of the biggest e-retailers in Sweden. A mapping of the 100 biggest Swedish e-retailers’ delivery options was made to get an overview of the current situation. The analysis of data from interviews, the mapping, and the literature study was made to understand the factors that influence e-retailers’ decisions on offering and communicating environmentally sustainable last-mile deliveries. These factors were: lack of knowledge, terminology, no comparable measurement for CO2, fear of greenwashing, and the competitive aspect. The e-retailers’ general views on sustainability work were also analyzed. From the analysis, eight propositions were created on how to overcome the current challenges that were detected. These propositions were then grouped into three categories: company priorities, validation, and industry collaboration. Given the gaps in the area, there is a belief that the results and analysis highlighted in this thesis have practical as well as theoretical contributions to the entire e-commerce industry. The thesis has also provided propositions for how e-retailers can move forward to work more transparently with the environmental impact of the last-mile delivery options they are offering. Hence, the thesis can act as a starting point for future research where it would be beneficial to deep dive into awareness programs, the need for regulations, and the environmental aspect of purchasing goods from e-retailers versus from a physical store. This thesis has been a complete elaboration between the two authors. Each author has been involved in every part of the process and contributed equally.