A Case Study on Consumer Behavior, Supply Chain Sustainability and Logistics Localization

Sustainability has become a defining concern in contemporary logistics and supply chain management, particularly as omnichannel retailing expands product returns and intensifies packaging use. This comparative case study examines how sustainable logistics outcomes are shaped through the interaction of consumer behavior and organizational localization strategies by integrating empirical evidence from two distinct contexts, young consumers’ packaging and return behavior in Poland and supply chain localization practices implemented by Blue Dart Express Ltd. across multiple regions in India.
Using a mixed-methods research design, the study draws on quantitative survey data collected from 446 Polish consumers aged 18-25 and 70 respondents representing customers and operational stakeholders within Blue Dart’s logistics network. Findings from the Polish context reveal persistent inefficiencies in packaging utilization and a notable gap between consumers’ expressed environmental concern and their actual return behavior in omnichannel retail systems. Although respondents reported strong preferences for sustainable packaging materials, frequent returns and cross-channel return practices substantially increased material waste and reverse logistics complexity, echoing concerns raised in prior sustainability research (Hadaś et al., 2024).
In contrast, the Indian case demonstrates that technology-enabled supply chain localization can significantly enhance operational efficiency and service quality in a heterogeneous market environment. Respondents highlighted real-time tracking, region-specific service customization, and industry-focused logistics solutions as critical contributors to improved reliability and customer satisfaction, supporting the argument that localization functions as a strategic capability rather than a purely operational adjustment (Roy, 2024).
By integrating consumer-level behavioral insights with firm-level operational evidence, this study contributes to logistics and supply chain literature by illustrating that sustainability and efficiency are not inherently competing objectives. Instead, sustainable outcomes are more likely when packaging design, consumer engagement, digital technologies, and regionally responsive logistics strategies are aligned. The findings offer practical and theoretical insights for logistics providers and policymakers seeking to design resilient, efficient, and environmentally responsible supply chain systems.

Sustainable logistics, Omnichannel retailing

1. Hadaś, Ł., Domański, R., Wojciechowski, H., Majewski, A., & Lewandowicz, J. (2024). The role of packaging in sustainable omnichannel returns: The perspective of young consumers in Poland. Sustainability, 16(6), 2231. [Google Scholar] [Crossref]

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6. Lim, S. F. W. T., Jin, X., & Srai, J. S. (2018). Consumer-driven e-commerce: A literature review, design framework, and research agenda on last-mile logistics. International Journal of Physical Distribution & Logistics Management, 48(3), 308–332. [Google Scholar] [Crossref]

7. Gunasekaran, A., Subramanian, N., & Rahman, S. (2015). Green supply chain collaboration and incentives: Current trends and future directions. Transportation Research Part E: Logistics and Transportation Review, 74, 1–10. [Google Scholar] [Crossref]

8. Guide, V. D. R., Jr., & Van Wassenhove, L. N. (2009). The evolution of closed-loop supply chain research. Operations Research, 57(1), 10–18. [Google Scholar] [Crossref]

9. Hadaś, Ł., Domański, R., Wojciechowski, H., Majewski, A., & Lewandowicz, J. (2024). The role of packaging in sustainable omnichannel returns: The perspective of young consumers in Poland. Sustainability, 16(6), 2231. [Google Scholar] [Crossref]

10. Lim, S. F. W. T., Jin, X., & Srai, J. S. (2018). Consumer-driven e-commerce: A literature review, design framework, and research agenda on last-mile logistics. International Journal of Physical Distribution & Logistics Management, 48(3), 308–332. [Google Scholar] [Crossref]

11. Roy, J. (2024). A study on Blue Dart's supply chain localisation efforts in different regions: Examining the effectiveness of customised logistics solutions (Master’s dissertation, Bangalore University). [Google Scholar] [Crossref]

12. Gunasekaran, A., Subramanian, N., & Rahman, S. (2015). Green supply chain collaboration and incentives: Current trends and future directions. Transportation Research Part E: Logistics and Transportation Review, 74, 1–10. [Google Scholar] [Crossref]

13. Guide, V. D. R., Jr., & Van Wassenhove, L. N. (2009). The evolution of closed-loop supply chain research. Operations Research, 57(1), 10–18. [Google Scholar] [Crossref]

14. Hadaś, Ł., Domański, R., Wojciechowski, H., Majewski, A., & Lewandowicz, J. (2024). The role of packaging in sustainable omnichannel returns: The perspective of young consumers in Poland. Sustainability, 16(6), 2231. [Google Scholar] [Crossref]

15. Lim, S. F. W. T., Jin, X., & Srai, J. S. (2018). Consumer-driven e-commerce: A literature review, design framework, and research agenda on last-mile logistics. International Journal of Physical Distribution & Logistics Management, 48(3), 308–332. [Google Scholar] [Crossref]

16. Gunasekaran, A., Subramanian, N., & Rahman, S. (2015). Green supply chain collaboration and incentives: Current trends and future directions. Transportation Research Part E: Logistics and Transportation Review, 74, 1–10. [Google Scholar] [Crossref]

17. Guide, V. D. R., Jr., & Van Wassenhove, L. N. (2009). The evolution of closed-loop supply chain research. Operations Research, 57(1), 10–18. [Google Scholar] [Crossref]

18. Gunasekaran, A., Subramanian, N., & Rahman, S. (2015). Green supply chain collaboration and incentives: Current trends and future directions. Transportation Research Part E: Logistics and Transportation Review, 74, 1–10. [Google Scholar] [Crossref]

19. Guide, V. D. R., Jr., & Van Wassenhove, L. N. (2009). The evolution of closed-loop supply chain research. Operations Research, 57(1), 10–18. [Google Scholar] [Crossref]

20. Hadaś, Ł., Domański, R., Wojciechowski, H., Majewski, A., & Lewandowicz, J. (2024). The role of packaging in sustainable omnichannel returns: The perspective of young consumers in Poland. Sustainability, 16(6), 2231. [Google Scholar] [Crossref]

21. Lim, S. F. W. T., Jin, X., & Srai, J. S. (2018). Consumer-driven e-commerce: A literature review, design framework, and research agenda on last-mile logistics. International Journal of Physical Distribution & Logistics Management, 48(3), 308–332. [Google Scholar] [Crossref]

22. Hadaś, Ł., Domański, R., Wojciechowski, H., Majewski, A., & Lewandowicz, J. (2024). The role of packaging in sustainable omnichannel returns: The perspective of young consumers in Poland. Sustainability, 16(6), 2231. [Google Scholar] [Crossref]

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