Shoppers are demanding more sustainable delivery options, according to a new survey from Wincanton [1].

Over a quarter (26%) of British consumers say they are likely to buy from a retailer which uses electric vehicles, and 32% say they are considering buying from retailers that are more environmentally friendly in the future.

Wincanton found that millennials are much more likely to buy from retailers offering sustainable delivery options, with 14% of consumers aged 18-34 saying they actively choose to buy from companies that use electric vehicles. This is more than double compared to those aged between 35-54 (6%).

Demand for retailers to be environmentally conscious is growing, Wincanton found, as 40% of consumers said caring about the environment is the top reason they choose retailers that use electric vehicles. However, despite a much bigger appetite for ‘greener’ deliveries, it appears consumers still value speed and cost. Only 10% of shoppers are prepared to pay more for delivery by an electric vehicle, up to £8.80 per delivery, and nearly half (48%) would not sacrifice convenience such as next day delivery for the sake of a delivery from an electric vehicle.  

For retailers, the message is clear. Consumers are becoming more aware of environmental and sustainability issues regarding all aspects of shopping and this affects where they choose to spend their money. Retailers need to analyse their business models and ensure they are meeting consumer demand for sustainability, as this could be the difference to remain competitive in today’s tough market. 

Adrian Colman, CEO of Wincanton, says:

"It’s clear to see consumer attitudes towards the environment extend far greater than just ditching plastic straws. Today’s consumers are looking for retailers who share their ethics and can demonstrate how they are doing their part for the environment.

"Time and money are still important factors when it comes to shopping and delivery, but in an increasingly competitive retail space, it’s vital that companies choose a partner which supports their vision to implement a greener fleet and improve their credentials among their customers. Wincanton was the first UK 3PL to introduce production-level electric vehicles to its fleet and we continue to invest in green vehicles to offer our customers the best service while reducing harmful effects on the environment."

[1] Wincanton commissioned Opinium Research to survey 2,005 nationally representative UK adults aged 18+ between 26th and 28th February 2019


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