D4.3 Fast Read | Communication guidelines for sustainable e-commerce delivery & returns

E-commerce is growing quickly, but most consumers still prioritise low prices and convenience over sustainability when choosing delivery and return options. Retailers rarely highlight sustainable alternatives or communicate their benefits effectively. Deliverable 4.3 responds to this challenge by offering practical communication guidelines to help retailers and carriers influence real consumer choices, not just intentions. The guidelines cover the full customer journey, from browsing and checkout through to delivery and returns, and are designed to work across all product categories and types of online shops. Their usability will be enhanced through pilot testing in 2026, with a final version to follow.

The guidelines were developed using CodeZERO research on consumer behaviour, a literature review on sustainable consumption communication and choice architecture, and a stakeholder workshop with retailers, carriers, consumer representatives and experts. An initial set of 20 guidelines was refined into 18 actionable ones after consultation. These are grouped into four thematic areas: communicating clearly and credibly, shaping choice environments, using messages that matter, and aligning and supporting messaging.