What Type of Incentives Can be Used to Motivate Generations Z and Y to Prefer More Sustainable Delivery Options?

Abstract

Given the environmental harm caused by factors such as carbon emissions and traffic congestion from the rise of online shopping, it is increasingly important to adopt sustainable delivery methods to lessen its impact on the planet and communities. This study was conducted to explore how various incentives can influence the delivery preferences of members of Generations (Gen) Z and Y. This study involves 384 Turkish Gen Z and Gen Y e-commerce users who had bought clothes online in the past 6 months. The research data were collected using a choice experiment survey and hypotheses were tested using the McNemar test. The study results show that different types of incentive significantly affect the delivery preferences of Gen Z and Gen Y. Younger consumers are more willing to choose sustainable delivery for their clothes shopping after receiving incentives such as information on CO₂ emissions, traffic congestion, the number of acquaintances, as well as coupons and discounts. Additionally, they become more willing to pay more and wait longer for more sustainable delivery. Furthermore, the study shows that offering coupons and discounts to consumers has a greater impact on encouraging participants to choose a more sustainable delivery compared with providing information about CO₂ emissions, traffic congestion, and the number of acquaintances.