Culture counts: Implications of consumer preferences for more sustainable ecommerce fulfillment

Ecommerce has grown rapidly over the last few years, providing a variety of fulfillment options with various levels of harm to the environment. To inform companies' strategies, this study investigates how national culture relates to consumers' ecommerce fulfillment choices and consumers' willingness to adopt environmentally-sustainable efulfillment options. Through a survey, the research extends the Theory of Planned Behavior to ecommerce fulfillment options for U.S. and Western European consumers. Hypotheses are developed, derived from Schwartz's theory of cultural orientations. Data are analysed through Partial Least Square Structural Equation Modeling. Findings support that Western European consumers are more willing to switch to efulfillment transportation methods that reduce environmental impact, regardless of whether they indicate that by improving the environment is a strong value. U.S. consumers are generally unwilling to switch from their preferred ecommerce fulfillment options to more sustainable choices, with few exceptions. By unveiling differences in planned behavior related to cultural orientations, the findings support that businesses should consider differences in consumers' regional behaviors and preferences when designing their ecommerce fulfillment strategies and improving their environmental performance.