Green Communication for More Package-Free Ecommerce Returns

Abstract

The existing packed mail-based return mode in ecommerce has a considerable negative impact on the natural environment. In contrast, a package-free return mode accepts unpacked ecommerce returns using return points in-store and is a more eco-friendly service. On the basis of the push–pull–mooring (PPM) framework, this study aims to identify key factors in green communication that contribute to consumers switching from mail return services to package-free return services. A scenario-based online survey was conducted. Structural equation modeling was used to test the hypotheses. Push factors (consumer dissatisfaction) and a mooring factor (mail return habit) only manifested weak effects on switching intention. Regarding pull factors (service convenience and green value), in contrast to previous research, the effect of green value on switching intention was found to be much weaker than the effect of service convenience. Convenience was found to be the key factor in green communication. Our research adds value to green communication and the PPM framework. It updates existing knowledge concerning the role of consumer dissatisfaction, perceived green value, and perceived convenience of return service in green communication. This study also explains why the mooring factor of habit fails to predict switching intention.