German customers still believe that shopping in a brick-and-mortar store is more environmentally friendly than buying in an online shop. A study by Saarland University shows how deeply rooted this misconception is in Germany.
Online shopping is viewed by consumers as an environmental sin compared to supposedly more sustainable shopping in stores. It is therefore important for online retailers and logistics service providers to “communicate their ecological benefits transparently and credibly in order to improve their perceived image,” says Patrick Klein.