Love thy neighbor – reducing driving through green slot labels in e-commerce

IF 8.7 1区工程技术 Q1 ENVIRONMENTAL STUDIES

Transportation Research Part D-transport and Environment Pub Date : 2026-05-01 Epub Date: 2026-02-04 DOI:10.1016/j.trd.2026.105252

Nora Svarstad Ytreberg , Guri Natalie Jordbakke

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引用次数: 0

Abstract

With the rapid growth of e-commerce and its negative externalities, an emerging literature examines the potential of nudging consumers towards more environmentally friendly delivery options. We contribute by analyzing a quasi-natural experiment of green labeling, investigating revealed preference data from 35,828 Norwegian customers over five weeks in 2024. A green label marks delivery slots that enable route optimization, thereby minimizing driving and related externalities. We exploit the quasi-random assignment of green labels, and a pricing randomized control trial, to estimate the label effect and the willingness to pay for green delivery using a multinomial logit model.

Results show that the probability of choosing a slot more than doubles when labeled as green. Moreover, we find a willingness to pay of €1 for green delivery, ultimately suggesting that consumers value green services and that green labeling is an effective tool for online retailers to minimize delivery costs.

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爱你的邻居——在电子商务中通过绿色插槽标签减少开车

随着电子商务的快速发展及其负面外部性，一项新兴的文献研究了推动消费者选择更环保的送货方式的潜力。我们通过分析绿色标签的准自然实验，调查了2024年五周内35828名挪威客户的偏好数据。绿色标签标记了配送槽，使路线优化，从而最大限度地减少驾驶和相关的外部性。我们利用绿色标签的准随机分配和定价随机对照试验，使用多项logit模型来估计标签效应和绿色交付的支付意愿。结果表明，当标记为绿色时，选择插槽的概率增加了一倍以上。此外，我们发现消费者愿意为绿色配送支付1欧元，这最终表明消费者重视绿色服务，绿色标签是在线零售商将配送成本降至最低的有效工具。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Transportation Research Part D-transport and Environment 工程技术-运输科技

CiteScore

14.40

自引率

9.20%

发文量

314

审稿时长

39 days

期刊介绍： Transportation Research Part D: Transport and Environment focuses on original research exploring the environmental impacts of transportation, policy responses to these impacts, and their implications for transportation system design, planning, and management. The journal comprehensively covers the interaction between transportation and the environment, ranging from local effects on specific geographical areas to global implications such as natural resource depletion and atmospheric pollution. We welcome research papers across all transportation modes, including maritime, air, and land transportation, assessing their environmental impacts broadly. Papers addressing both mobile aspects and transportation infrastructure are considered. The journal prioritizes empirical findings and policy responses of regulatory, planning, technical, or fiscal nature. Articles are policy-driven, accessible, and applicable to readers from diverse disciplines, emphasizing relevance and practicality. We encourage interdisciplinary submissions and welcome contributions from economically developing and advanced countries alike, reflecting our international orientation.