Conference Agenda

Due to their complex material composition, the recycling of cable components is a technical and economic challenge. This study investigates the potential of establishing a circular economy for automotive wire harnesses. The objective is to systematically examine the technological processes and socio-economic structures relevant to wire harness recycling. Methodologically, a case study of an industrial recycling supply chain in Germany is conducted. The case study involved multiple interviews with the actors at each stage of the supply chain. As a result, the case shows that copper recovery is feasible at a high technical level, whereas plastic fractions are predominantly downcycled. We conclude that an effective circular economy is impeded less by technological limitations than by the lack of harmonization among regulatory standards, digital constraints, and the inadequate integration of supply chain practices. Thus, the new EU End-of-Life Vehicles Regulation demands ongoing managerial efforts.

Over the past few decades, e-commerce has evolved into a dynamic economic sector with steadily increasing revenue (Statista Research Department, 2026). Given the consistent expansion of online retail and the rising number of orders, demand for packaging is expected to increase persistently (Harwardt, 2023). In particular, products shipped via B2C e-commerce are often packaged in oversized boxes (Jaoua, Elarbi and Jaoua, 2024). Moreover, most of this packaging is discarded after delivery, resulting in significant resource use and large volumes of waste (Lin et al., 2023; Zimmermann and Hauschke, 2024). This issue is further exacerbated by the high return rates characteristic of online retail (Yang, Habib and Wood, 2023). At the same time, public and political interest in redesigning these systems sustainably is growing. Optimising packaging solutions has been identified as a lever for promoting environmental sustainability in e-commerce (Harwardt, 2023). Furthermore, the transition to reusable packaging is increasingly considered crucial for reducing environmental impacts (Zimmermann and Hauschke, 2024). Consequently, reusable transport packaging (RTP) is becoming an increasingly important topic, particularly in light of stricter legal requirements, such as the EU Packaging and Packaging Waste Regulation (PPWR). While RTP is well-established in B2B logistics, its adoption in B2C e-commerce remains nascent (Xu et al., 2025). Existing research, however, predominantly examines individual stakeholders in isolation or adopts a dual-stakeholder approach involving no more than two perspectives, leaving a comprehensive, cross-stakeholder understanding largely absent from the literature (Afif, Rebolledo and Roy, 2022; Cano, Londoño-Pineda and Rodas, 2022).

This study addresses this gap by investigating how external factors shaping RTP implementation in B2C e-commerce can be translated into positive outcomes through the leveraging of stakeholders' internal capabilities. A qualitative case study was conducted using 22 semi-structured interviews across five stakeholder groups. Packaging manufacturers, online retailers, logistics service providers, research institutes, and policy actors were interviewed to systematically capture and compare their perspectives. The central research question asks:

“How do external influencing factors and stakeholders' internal capabilities shape the adoption of RTP systems in B2C e-commerce?”

The results demonstrate that legal requirements, particularly the PPWR, significantly influence the adoption of RTP. All stakeholder groups acknowledge the need for action, although the sources of motivation vary, and shortcomings in existing single-use packaging systems are increasingly cited as a driving factor. Crucially, stakeholders' existing competencies, networks, and organisational capacities represent underutilised resources for converting regulatory and societal pressure into concrete progress. To implement RTP in a way that is more profitable than single-use systems, a supportive EU policy framework is considered essential. Pilot projects by major online retailers are identified as critical catalysts for expanding RTP systems in B2C e-commerce. Interviewees further emphasise the need for standardised, shared industry solutions at European and national levels. Alongside robust packaging designs capable of withstanding a high number of cycles, a shared return infrastructure, and digital processes for seamless tracking are necessary.

Based on this multi-stakeholder analysis, the study derives concrete recommendations for action to mobilise stakeholders' internal capabilities, accelerate RTP adoption, and advance sustainability in B2C e-commerce.

The rapid growth of e-commerce has indicated the importance of last-mile delivery as a key determinant of customer satisfaction and competitive advantage. At the same time, last-mile logistics are among the most costly and environmentally impactful components of online retail operations. While retailers increasingly invest in sustainability initiatives to reduce delivery-related emissions, many of these measures require customers to accept lower levels of service convenience, such as longer delivery lead times or increased delivery flexibility. Consequently, the success of sustainable logistics strategies depends not only on operational feasibility but also on consumer acceptance. This research investigates how sustainability communication and economic incentives influence customers’ willingness to adjust their delivery time to support environmentally friendly delivery options in the online grocery sector. Assessing on a large-scale choice-based conjoint experiment involving 1500 U.S. online grocery shoppers on Prolific Academic in Jan 2026 (pre-register at AsPredicted: https://aspredicted.org/xd6w3j.pdf), the study examines trade-offs consumers make between delivery time window, discount incentives, and notification lead time. Participants were randomly assigned to either a generic delivery scenario or a sustainability-focused communication scenario that explicitly explained the environmental benefits of delivery adjustments. Individual preferences were estimated using Hierarchical Bayes methods, enabling the identification of heterogeneous responses to sustainability initiatives. Beyond understanding consumer behavior, our study also integrates customer preference data into a vehicle routing optimization model. Individual-level utility estimates are incorporated into sequential decision process models to evaluate the impact of customer choice on economic and ecological consequences of shifting demand toward more flexible delivery schedules. This integrated approach allows the assessment of potential reductions in logistics costs and CO₂ emissions under alternative combinations of sustainability communication and incentive schemes. Preliminary results indicate that financial incentives remain the strongest driver of customer choice; however, sustainability-focused communication significantly increases consumers’ willingness to accept delivery-time adjustments. The findings suggest that carefully designed communication strategies can enhance customer participation in sustainable logistics programs while reducing the need for costly incentives. The optimization analysis will further quantify the extent to which consumer trade-offs can contribute to more efficient route consolidation and lower environmental impacts. In conclusion, by linking targeted marketing messages with logistics optimization, this research contributes to the literature on sustainable logistics and last-mile delivery. The study offers actionable insights for online retailers seeking to balance customer service, operational efficiency, and environmental responsibility in increasingly competitive e-commerce markets.