UK consumers are willing to alter their online shopping habbits if companies focus more on environmental sustainabilty.

This was one of the key finding from a survey by e-commerce shipping specialist Sendcloud, which asked 1,000 UK consumers if they considered sustainability when shopping online.

Nearly all (94%) respondents said that sustainability is an important factor when shopping online. Just under half reported feeling guilty about their order’s impact on the environment, more so when purchasing items from overseas.

The consumers were also asked about the compromises they were willing to make in order to reduce their carbon footprints, and what they would like to see from online retailers.

Delivery alternatives and emission transparency

One change consumers are willing to make includes waiting longer for deliveries if there is potential to reduce carbon emissions. In fact, two-thirds of respondents said they would make this change. Another 61% said that they prefer ordering locally in order to keep their carbon footprint smaller.

62% of respondents stated that they would use delivery alternatives if the retailers gave more information about their carbon emissions. Just under two-thirds are even willing to pick up parcels themselves in order to make their deliveries more sustainable. 20% said that they would walk up to 5km to do so. 70% of consumers felt that retailers and delivery services should have some sort of quality assurance for their sustainability. In addition, there should be transparency for the amount of emissions these companies produce.

Rob van den Heuvel, CEO and co-founder at Sendcloud, said: “Although there is still a lot of work to be done, we are slowly but surely going green.

“Deliveries by electric vehicles and bicycles are taking place in parts of the UK now, and technology that provides consumers with exact times of delivery and more flexible options is almost commonplace. By clearly communicating the environmental impact of delivery options in the checkout, retailers can give consumers the final push to choose green over fast and free delivery.

“These findings show that consumers understand the environmental impact of their purchases, and are willing to take drastic steps in order to create a more sustainable industry.”