Tesla's electric cars are a good example: they look great, they are great to drive and they are environmentally sustainable. Although it is true that Tesla sometimes hits the headlines for the wrong reasons, so they should appear throughout the press is thanks to the company is making a long distance electric truck.

Yes, it is a company that sees the great future of electric vehicles. And Tesla's CEO, Elon Musk, has always been on the right track with that. With the choice and the price there are no differentiators in the minds of buyers, many still struggle to be the first to arrive, but the right thing to do is to begin to see that the true difference of delivery lies in being green and sustainable, instead of of simply fast.

It only has to be appreciated that, currently, throughout the retail industry, there is a growing shift towards being respectful of the environment, with the words "sustainability" and "green" almost as "customer experience" and "profit margin".

They have been pushed by a movement created by consumers almost entirely, but retailers are beginning to see that they can use the environmental fears of buyers, since it can be as powerful as to generate loyalty as price cuts, loyalty points and delivery the next day.

In fact, many are beginning to see that not entering the new green trend becomes a negative factor on the part of consumers. According to research conducted by YouGov, commissioned by the Doddle clicks and collections provider, more than two-fifths of shoppers say they are now more likely to buy from a rival retailer if they offer a greater variety of sustainable delivery options.

While it is true that consumers are becoming more environmentally friendly in some areas of their lives, such as the use of reusable bags and coffee cups, or choosing products with less packaging, this has not completely taken away the way they shop online. Only 6% always collect their purchases instead of receiving them.

But that is changing, largely due to urban congestion and poor air quality. Since both issues are in the buyers' sights, in such a way that they will demand more environmental awareness from retailers in the future. Two-fifths do not believe that retailers currently do a good enough job in offering sustainable options, and a quarter of them resent that home delivery is often the default option, generating unnecessary emissions.

Greening the vehicles

However, going green has not just abandoned home delivery completely, far from it. The convenience of online shopping with delivery is so ingrained that buyers are unlikely to leave it altogether. The answer to this problem is to make the delivery sustainable.

Buyers are more likely to choose retailers that offer sustainable delivery services, but it is also true that most do not want to pay extra for that option, according to another Wincanton study.

About a quarter of consumers say they are more likely to buy from a retailer that uses electric vehicles, while 32% say they are considering buying retailers that are more environmentally friendly in the future. The main reason why they thought in this way is due to the current concern for the environment, the reason cited by 40%.

This demand increased, especially among younger consumers, with 14% of consumers aged between 18 and 34 years, who decided to actively buy the companies that use electric transport. A number considerably greater than that of people aged 35 to 54, with 6%.

However, only 10% of consumers were willing to pay more for delivery through an electric vehicle. In addition, 48% said they would not sacrifice amenities, such as delivery the next day by delivery through an electric vehicle.

Delivery on bicycle

At present it is appreciated that consumers are increasingly aware of the environmental and sustainability issues related to all aspects of purchases and this directly affects the selection of retailers where they decide to spend their money. This is a great sign that retailers should analyze their business models and make sure they are meeting consumer demands for sustainability, as this could be the difference to remain competitive in today's tough market.

It can be clearly seen that buyers' attitudes toward the environment extend far beyond the disposal of plastic straws. What they are really looking for are retailers who share their ethics and who can demonstrate how they are participating in the defense of the environment.

Going green will unlock customer loyalty

There is no doubt that the sustainability and greening of retail and e-commerce is one of the priorities among consumers, in addition to having and still having an impact on who will buy and will not buy a particular brand.

Retailers and logistics providers have to implement sustainability in their practices as different audiences see it as a priority. The data reveal that older buyers are more concerned about packaging and waste of clothing, in the case of women, they are more likely than men to prioritize sustainability in their day to day, with 73% of women recycling clothes and 43% choosing products with less packaging - compared to 47% and 31% of men, respectively.

Retailers and logistics providers have to implement sustainability in their practices as different audiences see it as a priority.

Younger consumers, ranging from 18 to 24 years of age, are adopting more sustainable habits with the environment, and more than half of them (53%) plan to use less direct delivery at home in the future, almost double that of 45 years (29%).

All consumers are becoming more aware of its impact. 76% say that this helps reduce costs, but more than half (54%) say they are doing it to be more sustainable.

These attitudes about change towards sustainability could affect the final results of the retailers if they do not join and offer their customers ecological options. Half (50%) of consumers supports retailers if it includes a wide range of sustainable options in the future, and in the case of the youngest, 56% would buy from a competitor that offered more sustainable options.

The cost burden may seem high, but buyers are willing to put their money in what represents their values and pay a premium for sustainable options. Almost half (47%) would pay $ 1 or more, and more than a quarter (26%) would pay $ 2 or more.

The CEO of Doddle explains that as buyers become more environmentally aware, retailers should reflect this in their offer. While the convenience of delivery is still important for customers, it is not enough that the condition of being sustainable is seen as a complement or a later idea, since in a difficult competitive environment, it will differentiate brands in their battle for the loyalty of the client.

With a quarter (26%) of consumers really surprised by the number of brands that still offer home delivery, retailers should have alternatives such as click and collect, consolidated deliveries and the most prominent store kiosks in the process of payment and be explicit about the benefits that these options have with the environment.

It is also important to consider delivery figures to understand how clicking and collecting can benefit the environment. It has been estimated that there could be more than 80% reduction in delivery vehicles on the street if everyone used pick-up points. This would be what should happen, but achieving this, even in a very small way, would have a great impact on the environment given that each kilometer of an emission emits 5,19 ounces of CO2.