There is a Want to Shop Sustainably, but a Need to Order Conveniently. : An analysis of generations X and Z, and their outlook on environmental factors and returns within e-commerce.

Sammanfattning: Background: During the Covid-19 pandemic, there was a boom in the growing market of e-commerce in Sweden,driving change in consumer behavior online. Competition between companies led to more lenient return policies, which also brings an increased probability of return. The suffering actor is the environment, which is harmed by the extra transports that could have been avoided.  Purpose: The study aims to indicate solutions to reduce the amount of returns made, increase awareness of environmental impact, and find what steps in the purchasing process customers can change in order to benefit the environment. This study will compare consumers in generation X and generation Z to reveal potential differences and give insight in how the attitude may change in the future.  Method: The study collects qualitative data through semi-structured interviews with a total of 14 respondents. A deductive approach was used, by building on existing literature and frameworks with our own collection of data. The data was analyzed through coding, and then presented in themes.  Conclusion: The results show that the major generational difference lies in the view on sustainability where generation Z is keen on coming up with solutions on how to avoid returns, while generation X have a more hopeless approach toward returns management. Further, consumers from both generations highlight the importance of information, and how it must be stated in a concise way for it to be acknowledged. A dilemma clearly arises among the young consumers where sustainability is valued, but keeping up with trends is important to reach a social status. We interpret the response on our model, Returns Model of Consumer Behavior and Logistics (Figure 4), as proof that providing information regarding the reality of returns management has a major impact on consumers regardless of age group.