Evaluation of Incentive Systems in the Context of SusCRM in a Local Online Retail Platform

Benjamin Buchwald, Mattes Leibenath, Richard Schulte (), Sascha Heß, Linus Krohn and Benjamin Wagner Berg ()
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Benjamin Buchwald: Hochschule Bremerhaven
Mattes Leibenath: Hochschule Bremerhaven
Richard Schulte: Hochschule Bremerhaven
Sascha Heß: Hochschule Bremerhaven
Linus Krohn: Hochschule Bremerhaven
Benjamin Wagner Berg: Hochschule Bremerhaven

A chapter in Advances and New Trends in Environmental Informatics 2023, 2024, pp 239-256 from Springer

Abstract: Abstract The current consumption patterns observed in both offline and online retail present sustainability challenges related to environmental impacts associated with products, last-mile delivery, personal mobility, and packaging. Different choices in delivery methods and individual mobility to overcome the last mile lead to varying levels of emissions. To address these environmental impacts, this study examines the application of a Sustainability Customer Relationship Management (SusCRM) approach to a local retail platform, aiming to meet customer expectations while promoting sustainable and conscious consumption within the various stages of the e-commerce customer journey. Consumers nowadays tend to act in a more sustainable way at the same time, they hold retailers and logistics companies responsible for creating these offers. Designing such a platform addressing the demand for sustainable supply is the key goal of the research project “R3—Resilient, Regional, Retail in the Metropolitan Region Northwest”. To explore potential incentive systems that can be implemented within the platform, a survey was conducted. The survey results indicate that most respondents demonstrated a high level of acceptance towards the proposed incentive systems.

Keywords: SusCRM; Incentive system; Sustainability; Retail platform; Customer journey; E-commerce (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/978-3-031-46902-2_13

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