Consumer behaviour in B2C E-retailing: exploring the role of green supply chain factors

Abstract

Indian B2C e-retail is growing rapidly, but increased consumer awareness of environmental issues has called the sustainability of the industry into question especially in terms of packaging waste and last-mile delivery emissions. This research examines the impact of different green supply chain practices on the behaviour of Indian environmentally conscious consumers toward green supply chain practices. It examines practices like eco-packaging, low-emission delivery, green warehouses, reverse logistics, green procurement, and alternative last-mile delivery.