The Impact of Green Delivery on Consumer Buying Behaviour

The Impact of Green Delivery on Consumer Buying Behaviour

Tehanie Lifu

Tuesday, July 2, 2024

Incorporating sustainability into any business model is no longer an option in today’s climate. Essentially what this boils down to is the positive effects that a business can have on the environment and society. This can manifest in business operations in various ways, including income equality, waste reduction, sustainable delivery, and the use of renewable energy. 

What we aim to achieve through this article is to understand how green delivery can impact consumer buying behaviour and brand loyalty. Do consumers really care about the way in which their items are delivered? Could this correlation enhance brand perception? 

What is Green Delivery?

By definition green delivery refers to a delivery service that “priorises environmentally sustainable practices, such as reducing carbon emissions, using eco-friendly packaging materials, and optimising delivery routes.” Green delivery plays a crucial role in reducing carbon emissions. By adopting these measures, businesses can significantly lower their environmental footprint, contributing to a cleaner and more sustainable future. 

Consumer Demand for Sustainability

There has been a growing interest and awareness around sustainability. Consumers are increasingly aware of the ethical and sustainable practices (or lack thereof) adopted by the businesses and brands they support.More than half (53%) of consumers are willing to pay more money for a product with sustainable packaging versus a product with cheaper, non sustainable materials. 

The Business News Daily have quoted researchers from Accenture, stating that 72% of respondents reported that they were actively buying more environmentally friendly products than they did five years ago. A further 81% said they expected to buy even more over the next five years

It is evident that consumers are now more than ever aware of their purchasing power. But does this have an actual influence on buying behaviour? 

Influence on Buying Behaviour 

Offering green delivery options can significantly impact consumer purchasing decisions. It actively aligns with the growing environmental concerns among shoppers. While product features remain the primary motivation, consumers are increasingly inclined to choose products and services that minimise environmental impact, recognizing their role in mitigating ecological harm. Businesses that adopt green delivery methods can enhance their brand image and appeal to environmentally conscious consumers, which could likely lead to increasing sales and customer loyalty.

What Packaly offers is a notable example of this. As a company that offers sustainable delivery solutions using bicycles and electric vehicles, we aim to reduce carbon emissions for our retailers. This further boosts their customer perception and appeals to their eco-conscious consumers. By prioritising green delivery options, Packaly has successfully attracted customers who value sustainability, including the likes of Zara, Blokker, and more, all while illustrating the tangible benefits of eco-friendly business practices. 


Incorporating sustainability into business models, especially through green delivery options, is crucial in today's market. Consumers are increasingly prioritising eco-friendly practices, thus influencing their purchasing decisions and brand loyalty. 

Companies like Packaly, who offer sustainable delivery solutions, demonstrate the positive impact of green initiatives on both the environment and customer perception. As businesses adopt these practices, they not only contribute to a sustainable future but also enhance their appeal to the growing segment of environmentally conscious consumers.