The Role of Packaging in Sustainable Omnichannel Returns—The Perspective of Young Consumers in Poland

Abstract

The e-commerce market is continuously expanding; thus, many businesses are implementing their own omnichannel strategies. Many stores offer very liberal return policies that exceed statutory obligations to boost their revenue. Consumers are becoming used to new return opportunities, which leads to an increased percentage of returned orders. As a result, the sustainability of the delivery process of purchases made through omnichannel is jeopardized. The aim of this work was to assess the attitude of young consumers towards packaging in omnichannel returns. This study involved 446 young consumers (aged 18–25) and focused on delivery and return processes with emphasis on the packaging. It was found that the most common method of delivery is through parcel lockers (49%), although consumers usually have the possibility to choose from at least three different delivery options (77%). The product is shipped in a box in two out of every three cases, while filling of the package is below 80% in half of them. Consumers also prefer to return their goods in parcel lockers (45%), but they often cross channels and use different return options (to the way it was delivered). Consumers want to return their products in the same packaging, but this is usually only possible when the package is delivered in a box. Young consumers are pragmatic with their deliveries and returns, but environmental aspects are also very important to them.