Green cooperation in last-mile logistics and consumer loyalty: An empirical analysis of a theoretical framework |
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| Affiliation: | 1. Department of Trade and Logistics, Chung-Ang University, Seoul, South Korea;2. Department of Logistics, Service & Operations Management, Korea University Business School, Seoul, South Korea;3. Department of Economics, Sejong University, Seoul, Seoul, South Korea;4. The Graduate School of Technology Management, Kyunghee University, Yongin, South Korea;1. Department of Industrial & Data Engineering, Hongik University, Wausan-ro 94, Mapo-Gu, Seoul 04066, South Korea;2. Department of Industrial and Management Engineering, Pohang University of Science and Technology, 77, Cheongam-ro, Nam-gu, Pohang-si, Gyeongsangbuk-do, 37673, South Korea;3. Department of Mathematics, Jadavpur University, Kolkata, 700032, India;4. Department of Industrial Engineering, Yonsei University, 50 Yonsei-ro, Sinchon-dong, Seodaemun-gu, Seoul 03722, South Korea;5. Center for Transdisciplinary Research (CFTR), Saveetha Dental College, Saveetha Institute of Medical and Technical Sciences, Saveetha University, 162, Poonamallee High Road, Velappanchavadi, Chennai, Tamil Nadu 600077, India;1. School of Industrial Engineering, College of Engineering, University of Tehran, Tehran, Iran;2. DeGroote School of Business, McMaster University, Hamilton Canada;3. Department of Industrial Engineering, Yonsei University, 50 Yonsei-ro, Sinchon-dong, Seodaemun-gu, Seoul 03722, South Korea;4. Center for Transdisciplinary Research (CFTR), Saveetha Dental College, Saveetha Institute of Medical and Technical Sciences, Saveetha University, 162, Poonamallee High Road, Velappanchavadi, Chennai 600077, Tamil Nadu, India;1. Faculty of Business, Economics and Social Sciences, Chair of Marketing and Innovation, University of Hamburg, Germany;2. IRC for Finance and Digital Economy, KFUPM Business School, Dhahran, Saudi Arabia;3. School of Management, University of Science and Technology Beijing, China;1. Department of Management, University of Turin, C.so Unione Sovietica, 218/bis, 10134, Turin, Italy;2. Business School, University of Bristol, Queens Avenue, Bristol, BS81SD, UK;1. Graduate School of Business, Universiti Sains Malaysia, Penang, Malaysia;2. School of International Education, Yangtze Normal University, China;1. Department of Industrial Engineering, Faculty of Engineering, Alzahra University, Tehran, Iran;2. Department of Industrial and Management Engineering, Pohang University of Science and Technology, 77, Cheongam-ro, Nam-gu, Gyeongsangbuk-do, Pohang 37673, South Korea;3. Department of Industrial Engineering, Yonsei University, 50 Yonsei-ro, Sinchon-dong, Seodaemun-gu, Seoul 03722, South Korea;4. Center for Transdisciplinary Research (CFTR), Saveetha Dental College, Saveetha Institute of Medical and Technical Sciences, Saveetha University, 162, Poonamallee High Road, Velappanchavadi, Chennai 600077, Tamil Nadu, India |
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| Abstract: | Based on the contingency, transaction, and trust theories, this paper explored how the green cooperation between supplier and customer in last-mile logistics contributes to consumers’ sustainable consumption behaviors and trust and transaction cost's contingency role. We collected survey data from 453 users of green shopping platforms in South Korea (e.g., Homepick and Smart Locker) and analyzed the data using structural equation modeling. The results suggest that green cooperation with companies positively affects consumers’ sustainable consumption behaviors and trust, and transaction costs negatively moderate such relationships. In addition, customer trust positively affects sustainable consumption behavior and loyalty. We also found that improved sustainable consumption behavior can form loyalty, but transaction cost decreases its positive impact. This paper evaluates the last-mile delivery through green cooperation and enriches the literature on contingency, transaction cost, and trust theories. |
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| Keywords: | green Shopping Sustainable consumption behavior Customer loyalty Last-mile delivery Green cooperation |
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