Pioneering Eco-Cart: Carbon Reduction Solutions for Thai Online Shoppers

Ut-Tha Veenarat ()
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Ut-Tha Veenarat: Faculty of Environment and Resource Studies, Mahidol University, Nakorn Pathom, Thailand

Management & Marketing, 2023, vol. 18, issue 4, 515-536

Abstract: This research aims to identify effective strategies for reducing carbon emissions in online shopping by examining the perspectives of Thai consumers and utilizing sociodemographic data to anticipate their choices for carbon mitigation. The study encompasses eco-logistics, last-mile innovations, and responsible consumer behavior. Data collected from a questionnaire gathered responses from 800 participants across diverse regions, resulting in a 96.50% response rate. Using a multinomial logit model in Stata 15, the analysis reveals factors influencing consumer decisions. Eco-logistics is the preferred choice for 35.74% of individuals aiming to reduce carbon emissions from online shopping. Regular purchases of clothing and shoes correlate with a 46% higher likelihood of selecting eco-logistics, while responsible purchasing shows a 33.03% adoption rate. Last-mile innovations, chosen by 31.23%, appeal to higher-income individuals, while women, older age groups (46+), and those with higher education lean toward eco-logistics. Higher education enhances responsible purchasing, influenced by critical thinking, income, and professional networks. Additionally, suburban consumers prefer eco-logistics due to longer distances, while urban residents opt for last-mile innovations. Addressing these challenges facilitates environmentally conscious practices in the e-commerce supply chain, providing insights for policymakers and businesses to formulate sustainable and equitable strategies.

Keywords: carbon reduction; carbon emissions; online shopping; responsible consumer; eco-logistics; last-mile innovations (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:manmar:v:18:y:2023:i:4:p:515-536:n:2

DOI: 10.2478/mmcks-2023-0028

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