Does Sustainability Matter When Choosing a Courier Service?

Our environmental awareness is growing — that much is clear. We sort our waste more conscientiously, remember to switch off the lights, and bring reusable bags to the shop. Yet this green sensitivity seems to fade once we reach the final stage of online shopping: choosing a delivery method. As the sixth edition of the EKObarometr study, of which Alsendo was a partner, shows, our ideals often lose out to harsh reality. And that reality goes by two names: price and time.

Price and time: the unshakeable kings of purchase decisions

It turns out that for the Polish consumer, sustainability is not yet a currency they’re willing to spend at checkout. The data is unambiguous: a clear majority — as many as seven in ten shoppers — name parcel safety and delivery speed as their absolute top priority. These two factors still dominate the chessboard of logistics choices.

Sustainability considerations — such as reducing the carbon footprint or a carrier’s investment in an eco-friendly fleet — only come into play much further down the list. It’s a bit like always choosing the fastest motorway, knowingly ignoring the slightly longer but more scenic and economical route.

The key question remains open: how much longer are we willing to wait, or how much more are we willing to pay, for a delivery that’s lighter on the planet? For now, the answer isn’t encouraging.

This gap shows that convenience and instant gratification remain powerful forces shaping our habits. The challenge for the industry, then, is finding the right middle ground.

Consumer skepticism

The study reveals another important fact: growing distrust. As many as a third of respondents believe that, in reality, no courier company does enough on the sustainability front. Where does this skepticism come from? It’s often rooted in a phenomenon known as greenwashing — empty eco-claims dressed up as genuine action.

Consumers are becoming increasingly sensitive to empty declarations and marketing promises with nothing behind them. Planting one tree for every ten thousand parcels sounds good, but it doesn’t build credibility the way transparent information about investment in electric vehicle fleets, AI-powered route optimization, or verified certifications does.

A lack of transparency breeds distance. That’s why companies genuinely committed to sustainability need to communicate their actions clearly and concretely.

What do Polish consumers consider eco-friendly?

In shoppers’ minds, parcel lockers have become synonymous with eco-friendly delivery. A single courier servicing one locker, dropping off dozens of parcels in one visit, generates a far smaller carbon footprint than one who has to reach several dozen separate addresses. It’s simple math.

What’s more, one in ten Poles considers PUDO points (parcel service points) — pick-up locations in shops, petrol stations, or kiosks — just as environmentally friendly. This shows that consolidation of deliveries is the key factor.

The burden of door-to-door delivery

Paradoxically, the delivery option we often choose for our own convenience is also seen as the least eco-friendly. Nearly a third of respondents name traditional door-to-door courier delivery as the most harmful to the environment. We’re aware of its environmental cost, yet we happily use it anyway. It’s a classic case of cognitive dissonance, where comfort wins out over knowledge.

Packaging and returns: the forgotten pillars of e-commerce sustainability

The conversation about green logistics too often focuses on transport alone. Yet sustainability in e-commerce is a far broader issue.

Every day, countless parcels travel across Poland with a small product packed inside a disproportionately large box padded out with plastic. This is so-called “shipping air” — inefficient, uneconomical, and unsustainable. Conscious online retailers are placing growing emphasis on right-sizing — matching packaging size to contents — as well as using recycled materials and cutting back on plastic.

Another area is returns logistics. Every returned parcel means an extra trip, more emissions, and often wasted goods. The carbon footprint generated by returns is estimated to be enormous — but it can be reduced. Accurate product descriptions, high-quality photos, and precise size charts all lower the risk of a mismatched order.

A smart returns policy that encourages customers to drop off parcels at PUDO points, meanwhile, is far more sustainable than booking a courier pickup for a single item.

How can an online store become the architect of green choices?

Responsibility doesn’t rest with consumers alone. Online stores, like architects, design the customer journey and can subtly influence purchasing decisions.

What can be done in practice?

• Mark the parcel locker delivery option with a green leaf icon.
• Set delivery to a PUDO point as the default, suggested option in the cart.
• Display a simple message: “Choosing this option reduces your CO2 emissions.”

Prepare your e-commerce business for new opportunities

The shift toward sustainable logistics is inevitable. Upcoming EU regulations, such as the CSRD directive, will make reporting on this front mandatory. What’s a trend and a reputational edge today will be the standard tomorrow. The road to getting there runs through smart technology — technology that makes the planet-friendly choice the simplest and most convenient one, too.

Key takeaways

• Polish consumers prioritize parcel safety and delivery speed in their purchasing decisions, which often outweighs their stated environmental awareness. Green factors, such as reducing the carbon footprint, are seen as less important at the final stage of an e-commerce transaction.
• Consumers show heightened skepticism toward courier companies’ eco-friendly claims, often driven by concerns about greenwashing. There’s a clear need for transparent communication and genuine investment in sustainability to build customer trust.
• Parcel lockers and PUDO pick-up points are seen as the most eco-friendly delivery formats, since consolidating parcels through a single courier minimizes the carbon footprint. Traditional door-to-door delivery, by contrast, is considered the least environmentally friendly.
• Sustainable practices in e-commerce go beyond transport alone, extending to packaging optimization (right-sizing) and efficient management of returns logistics. Reducing unnecessary shipments and steering returns wisely lowers the overall carbon footprint.
• Online stores have the power to actively influence consumers’ eco-friendly choices by subtly promoting sustainable delivery options. Implementing the right technology supports a customer journey designed with the planet in mind.

Source

• https://ekobarometr.pl/ekobarometr-6

Rafał Urbanek