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Conference Agenda

Overview and details of the sessions of this conference. Please select a date or location to show only sessions at that day or location. Please select a single session for detailed view (with abstracts and downloads if available).

Please note that all times are shown in the time zone of the conference. The current conference time is: 10th Sept 2026, 07:08:12pm CEST (Norway)

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Daily Overview

Session

Green preferences and voluntary approaches
Location: Auditorium O: Terje Hansen
Session Chair: Andrei Kalk, University of Vienna

Presentation 3

Love thy neighbor - reducing driving through green slot labels in e-commerce

Nora Svarstad Ytreberg¹, Guri Natalie Jordbakke²

1: CICERO Center for International Climate Research, Norway; 2: Institute of Transport Economics, Norwegian Center for Transport Research

Discussant: Andrei Kalk (University of Vienna)

Delivering products to consumers is a crucial aspect of e-commerce and a significant factor when discussing its sustainability. With the rapid growth of e-commerce and its related negative externalities, there is an emerging literature on the potential of nudging consumers towards more environmentally friendly delivery options. We contribute to this literature by exploring a quasi-natural experiment of green labeling, investigating revealed preference data from 35,828 Norwegian customers over almost five weeks in 2024. A green label was used on time slots to optimize the route planning, thereby minimizing driving and related externalities. We exploit the quasi-random property of the assignment mechanism of green labels to specific slots. We assess the impact of the green label on the probability of a customer choosing a greener alternative by estimating a multinomial logit model.

Results show that the probability of choosing a slot more than doubles when labeled as green. In addition, our results indicate a diminishing effect over exposure time. We find a willingness to pay € 1 for green delivery. Our findings show that green labeling is an effective tool for online retailers to minimize delivery costs.