Abstract
Advancing sustainable logistic processes requires transitions on consumer side too, i.e., changes in knowledge, attitudes, and lifestyle behaviors. With this perspective, the scientific field of sustainability communication has demonstrated the importance of tailor-made (sub-)target group communication that goes beyond the frequently used “one-size-fits-all” communicative approach.
Up to now, little is known about how to effectively communicate sustainable logistics innovations to relevant consumer groups. This research study aims at designing adequate communication strategies that make potential innovations such as a fair logistics label for products or a sustainable logistic button for online shopping attractive for consumers. The following research questions are answered:
(RQ 1) What are target group-specific patterns with respect to sustainable logistics processes?
(RQ 2) Based on RQ1, which communication scenarios facilitate the use of sustainable logistics innovations of various consumer groups?
This article presents six consumer communication scenarios in the field of online fashion and sustainable products in grocery stores. The development of these communication scenarios is based on a qualitative pre-study (N = 10) and a quantitative study (N = 355) with consumers aged between 20 and 40, who order fashion online and who buy sustainable products in grocery stores.
Based on (a) the analysis of knowledge, attitudes, and practice, (b) media and communication preferences of the target group members, as well as (c) their preferences for various sustainable logistics innovations and how they should be shaped in practice, the communication scenarios were developed to effectively reach these groups.
Up to now, little is known about how to effectively communicate sustainable logistics innovations to relevant consumer groups. This research study aims at designing adequate communication strategies that make potential innovations such as a fair logistics label for products or a sustainable logistic button for online shopping attractive for consumers. The following research questions are answered:
(RQ 1) What are target group-specific patterns with respect to sustainable logistics processes?
(RQ 2) Based on RQ1, which communication scenarios facilitate the use of sustainable logistics innovations of various consumer groups?
This article presents six consumer communication scenarios in the field of online fashion and sustainable products in grocery stores. The development of these communication scenarios is based on a qualitative pre-study (N = 10) and a quantitative study (N = 355) with consumers aged between 20 and 40, who order fashion online and who buy sustainable products in grocery stores.
Based on (a) the analysis of knowledge, attitudes, and practice, (b) media and communication preferences of the target group members, as well as (c) their preferences for various sustainable logistics innovations and how they should be shaped in practice, the communication scenarios were developed to effectively reach these groups.
| Original language | English |
|---|---|
| Title of host publication | Innovative Logistics Services and Sustainable Lifestyles |
| Subtitle of host publication | Interdependencies, Transformation Strategies and Decision Making |
| Chapter | 6 |
| Pages | 115-139 |
| Number of pages | 25 |
| ISBN (Electronic) | 978-3-319-98467-4 |
| DOIs | |
| Publication status | Published - 27 Feb 2019 |
| Externally published | Yes |
Keywords
- n/a OA procedure
- Communication strategies on sustainable logistics innovations
- Target group specific patterns
- Consumer groups
- Consumer lifestyles and behavior
- Sustainable logistics button
- Communication scenarios